HATCH
Going from beloved product to beloved Brand
Hatch was a performance marketing org with some popular nightlight/alarm clock products.
I was hired to help them uplevel creative and become a brand people believed in.
The Shift
This wasn’t about winning on the nightstand. It was about getting people to care about sleep.
Our POV
Sleep isn’t passive. It’s a decision you make.
An early billboard we launched, putting our POV into the world.
The Enemy
Everything in the world that conspires to keep you awake.
How it showed up
“A Million Things Don’t Want You To Sleep” Campaign
Showing what sleep is up against.
100% stock video. No shoot. 6X the average YouTube ad performance.
Holiday Campaign
Giving people permission to opt out.
New Years Eve
Disrupting the classic NYC Midnight Fireworks display by putting on an 8pm fireworks show over NYC’s East River, so those who didn’t want to stay up late didn’t miss out.
Feature Launches
Tuck-Ins
The product marketing team came to me with a new feature called “messages”.
It allowed anyone you approve to leave a message on a child’s Hatch.
Our reframe:
Tuck-ins. Bring your village to bedtime.
From concept, to script, to final animation in only two weeks.
Hatch Village
Tuck-Ins subscriptions were harder with newborns. They don’t recognize voices yet.
So we added the idea of the Hatch Village.
A way for loved ones to support parents in the first lonely, challenging months.
Photo & Video Shoots
Our goal for shoots:
More output. Less waste.
The Shift
Built a system for cross-functional planning, so one shoot could replace four, with everyone getting what they need.
The Results
Successful shoots for our child products, adult products, lifestyle campaigns, and future experimentation - all in one. The new standard.
