Product Naming & Tagline

Hatch, a leader in the sleep wellness space, needed a name for their new feature that lets family members record custom goodnight notes for little ones.

From stories to lullabies, these personalized audio messages help kids drift off to sleep while keeping distant family members close, even when they can't be there for bedtime.

The goal was a name that not only communicated the benefit quickly, but also felt natural in everyday conversation (“Honey, can you send Bobby a ‘Tuck-In?”)

Launch Video

When thrown a last-minute tradeshow opportunity to showcase our new feature, we had to write, shoot, cast, record, and edit a video in fewer than two weeks. Rinee Shah and I collaborated with the great folks over at And/Or to make it all happen.

How it Works

“They Don’t Want You To Sleep”
(Performance Marketing Campaign That Beat Industry CTR Rates by 400%)

A million things don’t want you to sleep. Luckily, Hatch does. The online campaign kicked off with this short “platform” video. Soon after, we released dozens of cut-down versions and variations. These ran during late-night hours and were tailored to the type of content likely keeping you up.

Campaign Case Study