Sleep Device Social Media Campaign

Context
Digital campaign developed to drive awareness and sales for NomadAir, Nihon Kohden’s home sleep apnea testing device, through a limited-time price promotion of $650.
Obstructive sleep apnea is the most common sleep-related breathing disorder. People with obstructive sleep apnea repeatedly stop and start breathing while they sleep.
Problem
Low product awareness.  Lack of understanding of sleep apnea and low awareness of the wider implications of sleep apnea​​​​​​​.
• ​​​​​​​Rising prevalence of sleep apnea in the U.S. threatens public health
• Perceived inconvenience of in-lab testing
Target Audience
Potential LinkedIn & Facebook members reached: 110,000 + 70,000
Location: United States
Job Titles: 
Respiratory Therapists (e.g., Registered Respiratory Therapist, Respiratory Care Practitioner, Certified Respiratory Therapist)
Sleep Technicians (e.g., Polysomnographer, Sleep Technologist, Registered Polysomnographic Technologist)
Respiratory Nurses (e.g., Respiratory Nurse Practitioner, Respiratory Nurse)
Respiratory Therapy Directors and Supervisors
Members of Groups (search by keywords):
Sleep Apnea, Sleep, Sleep Medicine, Pediatric Sleep Apnea, Sleep Apnea Awareness, Sleep Tech(nologists)
Polysomnography, Polysomnographic Technologists
RPSGT, CPSGT, CPAP
Respiratory and Sleep Management, Respiratory Therapists, Respiratory Care, Respiratory Management
Solution
Social media campaign to promote 3 main 
• Promote compactness and portability of the device
• Highlight $650 discount offer
• Emphasize home testing preference
• ​​​​​​​Higher cost of polysomnography (in-lab) compared to at-home version
Social Media Campaign
Organic carousel post:
Polls:
Paid ads:
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