Every year, the Met Gala becomes fashion’s biggest night. So when the Met announced this year’s theme of “Sleeping Beauties: Reawakening Fashion,” Unisom saw an opportunity we couldn’t sleep on. We collaborated with Christian Siriano, whose reputation as a longstanding designer ensured Unisom was woven into the very fabric of the event. Siriano created high-fashion, sleep-inspired gowns in Unisom’s twilight palette, which would be worn by models as they slept through iconic NYC streets. In the lead up to the event a video crew documented Siriano’s creative process, capturing inspiration, sketches and fittings to amplify the campaign’s allure. We planned out the activation with pulses spanning the week of the gala to engage our community before, during and after the event. In the days before the gala, we lined up interviews for Siriano with multiple outlets to go live as the Gala got closer. On social, teaser content built excitement among our fans and the larger fashion community, while community management helped Unisom join the broader conversation around the gala online. On the big day, we executed the model walk through NYC while capturing content that would be quickly posted after the event. Our influencer models captured content in real time to share with their followers. After the gala, we released our wrap video across owned channels with paid support to boost reach. Our models also shared content to engage their followers. Ultimately, the campaign elevated Unisom’s visibility and relevance in a crowded category, generating substantial buzz around the brand’s message of the “Magic of Sleep.” By the end of the plan, a half-day activation in NYC became a social darling that was talked about for an entire week surrounding fashion’s biggest night. Unisom was able to leverage the Met Gala’s draw with an innovative approach and shifted our place in the sleep-aid category, outshining competitors and resonating with a broad audience.