Copywriting & Content

As a Harry Styles fan and marketing nerd, I’ve always found artist-led brands interesting. Recently, Pleasing, Harry’s lifestyle brand, expanded into the sexual wellness niche. In my YouTube commentary video about it, I said that in order for this not to seem like a gimmick or cash-grab, they’d need to double down with more products in the niche. I also added that it could be fun if they expanded into bed-sheets, as it seems like an obvious choice, as it toes the line between lifestyle and sexual wellness. So for this creative concept, I thought it could be fun to imagine what an Instagram post promoting their new bedsheets could look and sound like.

The objective of the campaign is to get the attention of the consumers, inform them of the product, and motivate them to buy. Additionally, it should be something that could drive engagement in the form of shares, saves, comments, etc.

The primary target group is the fans of Harry Styles, primarily Gen-Z and Millennial women.

The secondary target group is the trend-conscious consumers who appreciate playful, aesthetic home goods and align with the “cool, young, and fresh” vibe that Pleasing has.

My thought process was this: “How do I make it genuinely about bedsheets, but with an undercurrent of light-hearted innuendo to their sexual wellness aspect too?”

Immediately, I thought about how people invest in their beds and sleep because we spend a third of our lives in them. From that, it became obvious that I could use the bed as a double entendre.

The picture itself, I chose as it could be interpreted as someone sleeping or as something a bit more sensual, which is perfect for this idea of discreet innuendo.

“Whatever you do in bed… You spend a third of your life in it. So make it Pleasing” is, in my opinion, such a strong copy.

“Whatever you do in bed” hints at the sexual wellness aspect of the brand, but from a place of non-judgement and acceptance, which fits with Pleasing’s brand of valuing inclusivity and diversity.

“You spend a third of your life in it”, then pulls the consumer back to “oh, this IS genuinely about sleep”, and then also makes them think about how important good sleep is because it IS a big part of one’s life.

“So make it Pleasing” is then a fun way to use the brand name while also encouraging customers to improve their sleeping environment…by buying the bedsheets from Pleasing.

For the caption, I first studied how Pleasing already does their captions online to get a feel for their playful yet informative tone.

The caption was then written by introducing the new product along with the (made-up) name “the Silky Slumber sheets”, which is a fun S-alliteration. The use of “Slide into” immediately suggests the smoothness of the sheets.

“From bringing the right vibe to your room” refers to how bedsheets are part of the room decor and can be important to the atmosphere in your room, but the word “vibe” was used instead of “atmosphere” as a play on words to, again, hint to the sexual wellness aspect and them having a vibrator in their product lineup already.

“To feeling oh-so-soft against your legs” is a more fun way to communicate that the sheets are soft. Since the target group is women, they will ideally think of how great bedsheets feel right after having shaved their legs, and that this is the feeling that these sheets will give them.

“These sheets are simply dreamy” is a fun way to include some sleep terminology. The star emoji and sleep emoji further underline the sleep connection.

Then there’s an informational sentence about the fact that it comes in four different colourways. I intentionally left the specific colours out and instead wrote a CTA, “Find yours now at Pleasing .com” to guide people who are curious about the four different colours to go to the website, as they then have a higher chance of purchasing once they’re on the website.

This concept fits right into Pleasing’s brand, both in the product itself, but also with the way it is promoted in the picture and caption. It combines Pleasing’s blend of high-fashion aesthetics, yet with an approachable humour, positioning the brand as both aspirational and fun.

The copy is just enough for people to go “this is about sleep…or is it?!” which is just scandalous enough for people to talk about it online, but not actually scandalous enough for it to harm the brand.