The Challenge: Turning Sleepless Nights Into Brand Awareness

When Humana Baby approached us, they had a dream—literally. They wanted to help people across Spain sleep better while increasing awareness and consideration for Melamil Dorminstant, their natural sleep supplement. This gentle, melatonin-based formula helps users drift off faster, rest more deeply, and wake up refreshed – without dependency or drowsiness.

Our challenge? Make Melamil Dorminstant a trusted name in sleep—starting with real people, real stories, and real results.

The Strategy: Real People Sharing Real Sleep

To cut through the noise, we chose a human approach. We launched an influencer campaign focused on authentic experiences and true word-of-mouth, both online and offline.

We selected 350 nano and micro influencers who weren’t just familiar with sleep struggles—they lived them. Each of them had personal experience needing melatonin-based supplements to fall asleep and had friends or family members dealing with the same issue. Each participant received a personalized welcome kit, featuring a full-size Melamil Dorminstant and ten samples to share.

We asked them to try the product, share their honest impressions on social media, and—most importantly—talk about it in real life. Not a sales pitch. Just genuine conversations about something everyone struggles with from time to time: sleep.

The Results: A Ripple Effect of Rest

What followed was an organic wave of content and connection. In just a few weeks, the campaign generated 389 pieces of user-generated content, mostly on Instagram, reaching over 2,6 million impressions. A paid media boost on selected content added more than 571K extra impressions.

But the magic didn’t stop there. Offline, influencers talked to their inner circles, recommending the product in person. This sparked over 64K real-life interactions, and more than 3,4K samples were handed out to people struggling with sleep.

And the impact? 74% of those who tried the samples had never heard of the product before. After trying it, 97% had a positive impression, and 98% said they would buy it.

The Feedback: “It Really Works.”

The reactions were sincere and enthusiastic. One participant said:

“It really helps you rest and get up with energy. It’s super effective.”

In fact, 95% said they’d recommend Melamil Dorminstant to loved ones, and 86% said they planned to purchase it themselves after the campaign. That’s not just awareness—that’s trust.

The Takeaway: A Shared Story of Better Sleep

This wasn’t just an influencer campaign—it was a shared human experience. Through personal storytelling and heartfelt recommendations, we turned Melamil Dorminstant into more than a product. It became a trusted ritual, passed hand to hand, conversation to conversation, night after night.