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Brooklinen launches first celebrity campaign "Best. Sheets. Ever."

Brooklinen is relying on celebrities for the first time and producing its largest omnichannel campaign in-house.

From Social Rocket editorial team

This text was created with AI assistance and reviewed editorially before publication. All sources are linked below.

Bright bed as a symbol of Brooklinen's Best Sheets Ever campaign
Photo: Isaac Martin / Unsplash

Brooklinen is using a celebrity cast for the first time in "Best. Sheets. Ever.". The campaign runs across linear TV, Connected TV, YouTube and Meta and, according to Marketing Dive, is the DTC brand's largest omnichannel campaign to date.

The focus is on Robby Hoffman, Ben Marshall, Alana Haim and Mikal Bridges. With this, Brooklinen deliberately wants to reach different audience groups from comedy, music and sport.

In-house instead of a classic agency campaign

After talks with agencies, Brooklinen developed the campaign in-house. Alongside a 30-second hero film, shorter cutdowns and behind-the-scenes material were created. This allows the brand to use the same concept across several funnel stages and platforms.

The logic resembles Target's "Inside Out" campaign, in which different creators and activations are linked by a shared brand idea. Wayfair is also extending its football campaign across streaming and social.

What marketers can take away

The interesting point is less the prominent cast than the production logic: a strong central concept, several personalities and many formats derived from it. This way, social is not treated as a single channel but as part of an omnichannel system.

Sources

  • Marketing Dive: Campaign Trail: Brooklinen goes in-house for first celebrity-led effort
  • Brooklinen: Best. Sheets. Ever.