The Challenge

Humidifiers are mostly marketing to new parents as a solve for kids’ germy symptoms. Turns out there’s a lot more science to relative humidity than anyone knew.

Our Move

Turn the humidifier into a mid-20s’/mid-30’s accessory that aids sleep, skin health, and reduces viral transmission.

How? The science says so. You actually lose a liter of water every night while you sleep through respiration and sweating. Oh, and viruses linger longer in dry air. Crazy right?

The Results

Lifecycle revenue.
70% open rate (post-MPP, not a typo)
7% Blended CTR
4% CVR on cold flows, 7% on high intent
Packaging Awards