Cloud b Boosts Retail Momentum with Swerve’s Sleep Month Campaign

Cloud b is a trusted global brand specializing in award-winning sleep solutions for children, best known for its innovative plush toys and nightlights that help families establish healthy sleep routines.

Since 2014, Swerve Strategic Marketing has led earned PR, influencer marketing, and events for Cloud b across the U.S. and Canada—securing thousands of placements in traditional media, broadcast, and influencer partnerships.

Client: Cloud b

Industry: Baby, Toy & Family Products

Agency Role: PR, Influencer Marketing, Events

Location: USA and Canada

Retail Partner: West Coast Kids

Strategic Execution Across Brands and Audiences

The Challenge

Cloud b, a global leader in children’s sleep solutions, wanted more than just brand awareness—they needed measurable impact with both consumers and retail partners. To overcome these challenges we needed to focus on:

Connecting with New Parents and Caregivers: In a crowded market full of tech-forward and trend-driven products, Cloud b needed to build trust and credibility with parents seeking effective, real-world sleep solutions for their children.
Driving Retail Momentum: Strengthen relationships with key retail partners, like West Coast Kids, and increase both in-store engagement and product sell-through.
The brand required a campaign that could educate, inspire, and convert families—while providing tangible value and excitement for retail partners.

Our Goals

Goal 1. Increase visibility and trust

Position Cloud b as a trusted, solution-oriented partner for children’s sleep among new parents and caregivers in the USA and Canada.
Showcase the brand’s expertise, long-lasting products, and sustainable approach to solving sleep challenges.

Goal 2. Strengthen retail relationships

Deepen the partnership with key retailer West Coast Kids.
Drive both in-store traffic and online engagement to support sell-through of Cloud b products.

Goal 3. Educate and Engage Consumers

Deliver meaningful, solution-based storytelling rather than purely promotional content.
Highlight how Cloud b products address real-life parenting challenges through influencer content, expert-led events, and media coverage.

Goal 4. Drive Measurable Sales Impact

Support the launch and performance of specific Cloud b products (e.g., CloudBox) with clear KPIs.
Encourage conversions through integrated earned, influencer, and retail activations.

Goal 5. Build Thought Leadership and Credibility

Activate a certified Sleep Consultant as a spokesperson to strengthen authority with both media and consumers.
Position Cloud b as a go-to expert in children’s sleep, differentiating the brand from competitors.

Goal 6. Deliver a Cost-Effective, Integrated Campaign

Achieve significant reach and engagement without heavy reliance on paid media.
Demonstrate the efficiency and ROI of combining PR, influencer marketing, and events.

Program Highlights

The Strategy

As Cloud b’s PR and influencer AOR for over six years, Swerve built an integrated campaign around Sleep Month
(March 2024)—a timely, relevant cultural moment for Cloud b to own.
Rather than pushing product, we focused on storytelling and solution-based messaging, positioning Cloud b as a trusted partner in child sleep, while showcasing how its beautifully designed, long-lasting, and sustainable sleep aids solve
real-life problems for tired families.

Tactics

Retail Activation with West Coast Kids: Partnered with Cloud b’s top Canadian retailer to host a live, expert-led sleep education event, driving in-store traffic and direct product engagement.
Earned Media Pitching: Built around the insight that parents don’t want another gadget—they want results. Our pitch highlighted how Cloud b supports healthy sleep habits for kids and parents.
Influencer Integration: Collaborated with trusted parenting, lifestyle, and family influencers to authentically demonstrate product benefits in everyday home settings.
Thought Leadership: Activated a certified Sleep Consultant as a campaign spokesperson, building authority and credibility in both media and retail settings.

The Results

This integrated earned-first program delivered measurable business results and exceeded every benchmark:

20+ earned media stories across top parenting, lifestyle, and broadcast outlets
197 million+ impressions in Canada and the USA
CPC of just $0.0009, delivering ultra-efficient paid media support
13% average engagement rate across influencer content
170% over KPI for CloudBox product launch performance
Strengthened relationship with West Coast Kids, with increased in-store interest and digital referrals during and post-campaign

By aligning campaign strategy with both consumer and retailer needs, Swerve delivered real impact. This case study is proof that earned media, smart partnerships, and credible storytelling can drive awareness, trust, and sales—all without relying on a heavy paid media investment.

For baby and family brands looking to scale across North America, Swerve Strategic Marketing delivers results that go beyond impressions—we build retail-ready brands