An Omnichannel Approach: Sandland Sleep
Sandland Sleep was one of my longest standing clients. I worked on this brand for over 2 years, until the company abruptly shut down in January 2024 after the CEO passed away. During my time here, I worked on all things creative, from all angles.
What made this client very easy, is the amount of trust I had with the CMO and the resources that were available. What made this client very difficult, is the fact that Sandland’s sleep aids contain CBN, an active ingredient derived from Cannabis, making it federally illegal to explicitly mention CBN on social media advertisements for Meta, Youtube, and Tiktok. The company itself also seemed to be a bit of a mess internally, but as a freelancer, I could only get so involved.
With Sandland, I started out by writing and producing a portfolio of ad creative, focusing the key value proposition on how well these products work. My first big winner, which continued to be a top performer for 2 years, came from a 4 Steps archetype that came from my experience at TubeScience.
Sandland’s digital presence started on Facebook and Instagram. I helped them start advertising on Tiktok, where we took a more user-generated look and feel. Influencer partnerships, Tiktok trends, education and entertainment became the focus. As you can see, this ad has no branding whatsoever and aims to be very informative.
Since Sandland secured distribution partners at CVS and other brick and mortar stores, we decided to launch ads on CTV and Youtube, to increase foot traffic and brand recognition. I wrote this concept, collaborated with production partners, and managed post-production and launch of these ads.
I also helped manage agency partners and content creators to produce original content like this:
When Sandland launched a new product line, sleep patches, I adapted another tried and true ad archetype, the “3 Reasons” video, to educate folks on a product they’d probably never tried before.
Shortly before Sandland shut down, I was working on launching a line of children’s sleep vitamin products. Really, the task at hand, was to try to manufacture a soul for the brand… my instinct was to do create a sheep mascot. Too bad we weren’t able to see this through, we had a lot of hope for this!
