Sleep Smarter with #SmartGRID
Introduction: Sleep Science Meets Social Influence
In a world full of tired scrolls and restless nights, The Sleep Company offered a breakthrough not just in sleep products, but in how they were marketed. With the April 2025 launch of their #SmartGRID influencer campaign, the brand merged innovation with influence, spotlighting its patented SmartGRID® technology through a wide range of creator voices.
From ergonomic pillows to cooling mattresses and ortho-friendly cushions, the campaign aimed to educate, engage, and convert all through the language of relatable content and real-life comfort.
Beyond Mattresses: A Comfort-First Product Story
While SmartGRID mattresses remained the flagship product, the campaign smartly diversified into The Sleep Company’s broader comfort ecosystem. Influencers highlighted real-life benefits across categories — all powered by the same SmartGRID® technology:
- SmartGRID® Mattress – for pressure-free, restful sleep with superior back support
- SnowTec Mattress – a cooling upgrade, 4–6°C lower for summer comfort
- Ortho Pro Seat Cushion – for ergonomic support during long sitting hours
- ErgoRelief Pillow – to ease neck and shoulder stress with adaptive comfort
- Luxe Motorised Recliner Sofa – a premium comfort experience for modern homes
This multi-product storytelling made the brand stand out not just as a mattress innovator, but as a full-fledged lifestyle comfort brand.
When Influencers Tried SmartGRID — and Loved It
Here are some standout posts from the #SmartGRID, pulled straight from our Sales dashboard. These everyday, energetic moments brought the challenge to life:
A cozy reel from Puja shared how SmartGRID mattresses brought peace to her nights. With 61K+ views, her calm narration and nearby store CTA made the post feel hyper-local and trustworthy.
Dolly Sadnani (@dolly.sadnani)
Dolly emphasized real comfort over gimmicks, inviting her followers to check out the SmartGRID experience. Her post gained 78K+ views and strong engagement with 1.4K likes.
Shruti’s reel was a blend of motherhood, wellness, and home comfort — a powerful trio that helped this reel hit 1.34L + views and 45 comments.
Shruti Bhatnagar (@shruti.bhatnagar.14)
Focused on personal transformation, Shruti shared how SmartGRID improved her sleep. The reel pulled in over 93K views and 2.6K likes.
Crazy Kolkata (@the_crazy_kolkata)
With a summer-centric message around the SnowTec mattress, this reel brought in over 5L+ views, using cooling comfort as the hook.
Kiran Shah and Sonam Agarwal (@dreaminginmascara)
Kritika introduced the Ortho Pro Seat Cushion with a clean, relatable WFH narrative. Though the view count was modest, the 24 comments reflected genuine interest.
Pihu’s short-form content about seat cushion relief struck a chord with young desk workers, attracting over 10K views.
A beauty creator bringing attention to back support? Riya’s crossover reel earned 17K views and strong relatability from followers who sit for long hours.
This creator anchored the message around orthopedic benefits — with a CTA to visit local stores. The post earned 23K views with a clean medical-backed narrative.
Ashraf’s detailed endorsement of the ErgoRelief pillow — including ergonomic and pain relief benefits — received 74K+ views and 521 comments, making it a top engagement.
Dhara focused on how the ErgoRelief pillow ended her neck pain — and the simplicity of the message brought in 9.6K views and 548 likes.
Ahmedabad Official @ahmedabadofficial_
A durability-focused stretch test comparing SmartGRID with memory foam. The reel gained over 2.6L views, visually proving product superiority.
Why It Worked: Smart Influencers for a Smarter Product
The Sleep Company’s #SmartGRID campaign succeeded because it didn’t just sell it. Here’s why it stood out:
- Product Education in Every Post
Influencers weren’t just endorsing; they were explaining highlighting cooling technology, ergonomic design, orthopedic support, and doctor-backed innovation. - Multi-Niche Targeting
From moms and beauty bloggers to wellness creators and local lifestyle pages, the brand tapped into hyper-relevant communities, not just generic reach. - Content that Felt Real
The campaign avoided overproduction. Videos felt like everyday life unboxings, reactions, store visits, and relatable pain-point solutions. - Visual Proof of Performance
Posts like the memory foam vs. SmartGRID stretch test and the ErgoRelief transformation videos offered viewers immediate, visible product value. - SmartGRID as a Movement
By repeating the SmartGRID name and tech benefits consistently across content, the brand turned it from a feature into a buzzword driving top-of-mind recall.
In the end, The Sleep Company didn’t just deliver better sleep it delivered smarter conversations around comfort, one reel at a time.
