The Big Quiet x Tuft & Needle
After developing the partnerships strategy for Tuft & Needle (T&N), it was clear that the Health & Wellness vertical was priority number one. Who should we partner with to help us remind our customers that our #1 goal is to get them a good night’s sleep?
With better sleep being a huge benefit of meditation, I knew that was a road we wanted to go down, and after one incredible conversation with the founder of The Big Quiet (TBQ), Jesse Israel, I also knew we needed to find a way to work with them. The Big Quiet is a mass meditation movement that gathers thousands of people for large-scale moments of quiet, connection and unplugged performances-- at some of the most iconic places in the world. For T&N it would mean being a part of that movement to reach new potential customers and create brand advocates in intimate and visually.
To make the most impact and drive the connection between T&N and the event, we tapped our product team to develop, produce and ship T&N meditation cushions to the venues for each of the 10 cities TBQ was touring.
We gathered people in moments of community, connection, and love under the largest dinosaurs in the world and at one of the country’s first airplane hangars. We sat together in a 160 ft. skylit elliptical dome and inside a century old pecan grove. We took over world class institutions like the Guggenheim Museum and The Boston Public Library. We got to know one another and build community. We used our voices and sent love. We sat in silence and shared powerful musical performances.
T&N experienced impactful engagement within TBQ Tour, showcasing beautiful, custom-made meditation cushions at each Big Quiet event. This exclusive, first-of-its-kind product garnered hundreds of thousands of impressions for Tuft & Needle in-person at events and through social media. Through integration into TBQ online marketing initiatives and a compelling onsite presence across all 10 cities, Tuft & Needle’s participation in TBQ resulted in unique and effective brand awareness with 94,406,191 Total Media Impressions . TBQ tour also created lasting content and marketing assets for use on T&N’s social and digital channels.
The Big Quiet & T&N - Fernbank Museum of Natural History
