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Heaven Mayhem: Social-First Campaign

HEAVENLY SLUMBERS

PROBLEM

While sustainable competitors command up to 8x more share of voice, Heaven Mayhem’s small-batch production remains unknown to its target audience.

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INSIGHT

Sustainability now shapes jewelry and accessories purchasing, with half of Gen Z and Millennial women wanting to invest in fewer, better pieces.​​

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​IDEA

Put fast fashion to bed; awaken timeless design.

Case Study Video

Tactics

Profile Image Change: Pre-Launch Teaser

At the start of the campaign, Heaven Mayhem will “go to sleep” changing their Instagram and TikTok profile images to a black moon, indicating night mode. They will also change their bios to “ZZZ YOUR ACCESSORIES ARE TAKING A REST.”

 

This profile change will be permanent throughout the campaign to emphasize the message of rest. (They will change back from night mode on the last day of the campaign and “wake up.”)

 

These changes will spark curiosity and excitement among their followers, potentially leading to increased profile views across socials.​

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PROFILE IMAGE

Instagram Reel: Pre-Launch Teaser

Three days after Heaven Mayhem goes into night mode, they will release a short Instagram Reel teaser of one of their best-selling pair of earrings being placed on a miniature bed among the clouds.

 

This unusual visual will generate curiosity and intrigue among consumers.​

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Caption: Rest is approaching. #HeavenlySlumbers​

IG REEL: TEASER

Instagram Stories: Pre-Launch Teaser

Three days after the teaser Reel, Heaven Mayhem will release attention-grabbing photos on Instagram Stories displaying their earrings as “eyes” resting on sleep masks.

 

The visuals will reinforce the sleep theme of the campaign acting as the final teaser.​

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IG STORIES: TEASER

Instagram Reel: Sleep On Trends

To officially start the campaign, Heaven Mayhem will post an Instagram Reel that introduces the campaign’s message of trend fatigue and gently highlights their earrings as timeless, ethical staples. The video will utilize voiceover, inviting consumers to slow down, “sleep on trends,” and cherish what lasts.

 

Visually, the video will showcase the contrast between trend overwhelm and unwinding in Heaven Mayhem earrings.

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This video will drive awareness of Heaven Mayhem’s sustainability message and prompt engagement through a question CTA.

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Caption:

 

We’re stepping off the trend cycle.

#HeavenlySlumbers is our commitment to small-batch, long-lasting jewelry designed to be worn beyond seasons.

 

Who’s ready to take a rest?​

IG REEL: SLEEP ON TRENDS

Instagram Stories: Slow Made

To give consumers a deeper understanding of their production and values, (three days after the IG Reel) Heaven Mayhem will launch Instagram Story videos that introduce the brand’s small-batch philosophy through the lens of rest and longevity. Using quiet visuals of jewelry being placed on silk, velvet, and bedside tables, the stories will show how the brand creates fewer pieces with greater intention to avoid overproduction and waste.

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The series positions Heaven Mayhem as a calm, ethical alternative to fast-fashion, reinforcing the message that the most sustainable choice is the one you do not have to replace.

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This series will bring awareness to Heaven Mayhem as an ethical jewelry brand.​

IG STORIES: SLOW MADE

Instagram Carousel: Influencer Collab

Five days later, Heaven Mayhem will do a partnership with sustainable and luxury fashion influencer Danielle Copperman, on a curated selection of Heaven Mayhem earring essentials called “The Dream Edit.”​

 

This Instagram Carousel collaboration will introduce the edit and the brand’s longevity-driven design to Danielle’s audience, lending third party credibility to Heaven Mayhem’s sustainability message. The collection will be linked in both Danielle’s and Heaven Mayhem’s Instagram bios.​

 

This tactic will generate awareness and position Heaven Mayhem as a trusted, sustainability-minded jewelry brand within her community.​

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IG CAROUSEL: COLLAB

Caption:​

 

The Dream Edit.

Curated together, this small selection of Heaven Mayhem earring essentials is designed to be worn day to night and kept for years to come.

 

Tap the link in bio to explore.

 

#HeavenlySlumbers #ethicaljewelry

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Sponsored Instagram Story: Non-Profit Partnership with Dress for Success

To give the campaign a real world impact, Heaven Mayhem will partner with women’s nonprofit organization Dress for Success by donating both a portion of proceeds and select jewelry pieces during the Heavenly Slumbers campaign window. Dress for Success supports women with professional attire and career resources to help them enter and succeed in the workforce. The IG Story will link directly to Heaven Mayhem’s “Dream Edit” collection, connecting their product with a bigger purpose.

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This tactic will build trust by showing Heaven Mayhem as a meaningful and ethical brand.​

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IG STORY: NON-PROFIT

TikTok Challenge: Put it to Bed

Toward the end of the second week, Heaven Mayhem will launch the “Put it to Bed” Challenge as a cultural response to the chaos of fast-fashion and trend-driven consumption. The brand will post a TikTok video of a woman writing “fast fashion” on a silk pillow, placing it down on a bed, and laying her head down on it. The video will invite participants to post their own short TikToks sharing a trend they are choosing to “put to bed,” using the hashtag #PutIttoBedHM.

 

The challenge will drive UGC through a branded hashtag/challenge and engagement with a question CTA.

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Caption:​

 

Shhh. We put fast fashion to bed.

 

What trend are you putting to bed?

Share it your way using #PutItToBedHM

 

We can’t wait to see what you’re done with.​

TIKTOK: PUT IT TO BED

Sponsored Spotify Playlist

To further support the campaign, three days later, Heaven Mayhem will launch a branded Spotify playlist that reflects the calm, wind-down energy of the movement. The playlist will be designed to accompany consumers during their evening routines, reinforcing the campaign’s focus on rest, intentionality, and slowing down from trend-driven consumption. The playlist will also be used as the soundtrack for the upcoming runway activation and NYFW pop-up, creating a cohesive brand experience.

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SONG LIST:​

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  1. SZA - Good Days

  2. Frank Ocean - Pink + White

  3. Solange - Cranes in the Sky

  4. Kali Uchis - Moonlight

  5. Billie Eilish - Ocean Eyes

  6. Olivia Dean - Man I Need

  7. Rhye - Open

  8. Men I Trust - Show Me How

  9. Clairo - Softly

  10. FKA twigs - Home With You

  11. Lana Del Rey - Paris, Texas

  12. ODESZA - Late Night

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SPOTIFY PLAYLIST

TikTok Challenge: UGC Runway

Toward the end of the third week, Heaven Mayhem will launch the “Heavenly Slumbers” Runway Challenge, inviting their community to celebrate timeless style in a culture driven by constant trends. The brand will post a short TikTok video of a woman on a “blanket runway” with her pillow, showing how she styles her Heaven Mayhem earrings with vintage fashion (a Dior nightgown). This video aims to be the guidelines on how to join the challenge.

 

Through #HeavenlySlumbers, participants will be invited to share videos of themselves wearing their Heaven Mayhem jewelry styled with one secondhand item they cherish.

 

This will generate UGC and foster engagement.

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Caption:​

 

This season, we’re rethinking the runway.

 

Grab some pillows and get comfy.

Style your Heaven Mayhem earrings with one piece you’ve owned or plan to keep forever.

 

Show us how you walk the blanket runway using #HeavenlySlumbers​

UGC RUNWAY

PR Kit, Influencer Brand Trip & Runway

PR KIT

 

Heaven Mayhem will partner with small-batch sleepwear brand Clementine to send out limited edition PR kits to a curated group of influencers. Designed as a pillow wrapped in a mini pillowcase pouch that doubles as reusable jewelry storage, each kit brings the Heavenly Slumbers world to life in a tactile, sustainable way. Inside, recipients will find a Clementine sleep mask and scrunchie set, a Heaven Mayhem jewelry box, one pair of “Dream Edit” earrings, and an invitation to a one night Heavenly Slumber Party at the ethical hotel Twenty Two NYC during NYFW.​

 

TRIP AND RUNWAY

 

During their stay, influencers will also walk the “Heavenly Slumbers Runway,” (located in the hotel) wearing a cherished or second-hand piece styled with Heaven Mayhem earrings. This will be a private runway activation where influencers will be encouraged to post behind-the-scenes content of the trip and getting ready to walk under #HeavenlySlumbers. All instructions will be outlined in their invitation. The event will also be professionally filmed and photographed by the Heaven Mayhem team to produce high-quality branded content for the brand’s social media platforms.

 

Invites will be sent by the end of the fourth week.

 

This activation creates anticipation and UGC ahead and during NYFW.​

Invited Influencers:

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All influencers are sustainability or luxury-fashion focused with niche, loyal communities.

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PR, BRAND TRIP, RUNWAY
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PR KIT​

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  • Clementine Sleep Mask

  • Clementine Scrunchie Set

  • Heaven Mayhem Mixed Metal Clove Earrings

  • Heaven Mayhem Book Box (Jewelry Box)

  • Do Not Disturb Sign Invite

*Pillow case covering doubles as reusable jewelry storage.

Hotel Rooms

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Hotel Runway

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Invited influencers will walk the “Heavenly Slumbers Runway” in the hotel. The runway will be a long “bed” dressed in pillows and blankets in a space decorated with large fluffy clouds. Each influencer will hold a pillow as they walk, showing off their earrings and timeless style.

 

This will be a private runway activation where influencers will be encouraged to post behind-the-scenes content of the trip and getting ready to walk under #HeavenlySlumbers.

 

The Heaven Mayhem team will professionally film and photograph the event for high-quality branded content to post on the brand’s social media platforms.

 

Keeping this intimate will also make it more sustainable, reducing waste during a week filled with overconsumption.

BED INSTALLATION

Bed Installation & Interviews (NYFW)

During the first day of NYFW, Heaven Mayhem will place a “Heavenly Slumbers” bed installation just outside their NYFW pop-up in a high traffic fashion district. Designed to feel soft, surreal, and inviting, the bed will act as one of the campaign’s primary attention moments. Dressed in pajamas, social media personality Paige DeSorbo will invite passersby to sit, drink tea, and answer the question, “What trend are you putting to bed?”

 

These interviews will be captured and shared across social media under #PutittoBedHM, creating highly shareable, press-friendly content that sparks conversation around overconsumption while increasing Heaven Mayhem’s share of voice during NYFW.​

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In collaboration with Heaven Mayhem, social media personality Paige Desorbo will host the “Put it to Bed” installation during NYFW to engage older Gen Z and Millennial women.

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Pop-Up: Heavenly Slumbers Lounge (NYFW)

Heaven Mayhem will host a sustainability-focused pop-up on the final day of NYFW, designed as a calm, intentional space that contrasts with the industry’s fast-paced culture. Two workers from Heaven Mayhem will pass out cloud invitations to passersby.

 

The pop-up will reflect the campaign’s focus on rest and longevity, featuring the “Dream Edit” in a dreamy lounge-style environment. In addition to shopping and content creation spots, the space will include a jewelry recycling station where guests can bring in unwanted or broken pieces to be responsibly recycled or repurposed. In exchange, they will receive a coupon incentive of 10% off their purchase with a reusable pillow case jewelry pouch.

 

#HeavenlySlumbers will be encouraged

 

This will generate share of voice and UGC during NYFW.​

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POP-UP

Pop-Up Exterior

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Pop-Up Jewelry Recycling 

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Instagram Reel: Wake Up to What Lasts

Heaven Mayhem will end the campaign with an Instagram Reel showing a starry night sky transform into a light airy cloud displaying the “Dream Edit.” The brand will also switch their profile images back to their usual logo.

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This will show the brand transitioning from “Heavenly Slumbers” to “waking up” to lasting design. The caption will invite users to answer the question: “What are you waking up to?”

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This will drive engagement and continue the conversation after the campaign’s end.

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Caption:

 

Well-rested in cherished pieces.

What are you waking up to?

 

#HeavenlySlumbers​

IG REEL: WAKE UP
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