The Social Distancing Sweater

COVID-19 had forced us to be apart. But by the 2020 holiday season, we were really having trouble staying apart. As the brand that stands for effortless protection and safety, SimpliSafe saw an opportunity to help. The SimpliSafe Social Distancing Sweater was the world’s first holiday sweater designed to help families be together, but at a safe social distance. We earned 2.9B media impressions, worth $27M in ad equivalency, broadened SimpliSafe’s reach far beyond the tech vertical, and drove conversion nearly 6X above the performance marketing benchmark. For $0 paid media.

The Challenge: Generate efficient attention, interest and sales conversion for SimpliSafe.

The Insight: The more determined we are to get together, the more help we’ll need staying a safe distance apart.

The Idea: Show how the effortless protection of SimpliSafe keeps you and your holidays safe this year.

Bringing the Idea to Life: SimpliSafe Social Distancing Sweater: the first holiday sweater that helps families be together at a safe social distance.

Results: +2.9B earned impressions; 80% earned coverage in new outlets; sales conversion nearly 6x other native programs and comparable channels.