Sleep Number × HGTV Smart Home — Co-Branded Partnership
Sleep Number partnered with HGTV as the official smart-sleep sponsor of the HGTV® Smart Home 2022 giveaway in Wilmington, NC. The 360® smart bed was integrated into the home's primary bedroom and anchored a co-branded content program spanning a hero video, sponsored HGTV.com editorial, paid and organic social, streaming, and the sweepstakes entry experience — positioning Sleep Number as the essential smart-tech pillar of a modern home.
Program Context
The stage the partnership ran on
$1.2M+
HGTV Smart Home 2022 grand prize package value
8 wks
Sweepstakes window — April 19 to June 10, 2022
82%
Sleep Number 360® owners reporting better sleep quality*
Sources: HGTV press releases (April 5, 2022 and June 10, 2022) and HGTV.com sponsored article "Unexpected Smart Tech You Need In Your Home." *Sleep Number-cited SleepIQ® owner research. Client-side campaign performance is confidential and not shown here.
Where It Ran
Partnership footprint
✓Title-integrated Sleep Number 360® smart bed featured in the primary bedroom of HGTV Smart Home 2022
✓Co-branded hero video distributed across HGTV linear, HGTV.com, and Sleep Number owned channels
✓Sponsored editorial article on HGTV.com — 'Unexpected Smart Tech You Need In Your Home'
✓Organic and paid social amplification on Sleep Number + HGTV handles
✓Streaming and CTV extensions tied to the HGTV Smart Home tune-in window
✓Giveaway sponsorship with driver-to-entry creative across paid and owned
My Role
Media plan through launch
✓Built the full media plan and selected the ad formats for the partnership
✓Managed the media budget across all partnership placements
✓Worked closely with the HGTV marketing team on logistics and execution
✓Managed pacing and delivery to keep spend and delivery on track
✓Worked with ad operations to traffic and launch the campaign
✓Aligned with the linear team for cohesive targeting and strategy across channels
✓Acted as the main client point of contact and growth partner
Creative
Co-branded hero video
Paid Social & Streaming — Sleep Number × HGTV Smart Home 2022