Naturepedic: Turning Baby Sleep Confusion Into Consumer Confidence.
Client
Naturepedic
Service
Integrated PR & Original Research
Industry
Wellness
Impact
5.36B Online Impressions
"New parents are overwhelmed by conflicting advice about baby sleep - so we made Naturepedic the trusted source that cut through the noise."
The Challenge
Naturepedic was founded from a simple but powerful insight: when founder Barry A. Cik, an environmental engineer, searched for a safe crib mattress for his grandchild, he struggled to find one that met his standards for safety, sustainability, and quality. As competition grew in the baby mattress category, Naturepedic needed to clearly communicate what made its breathable crib mattresses different - while addressing one of the most challenging topics for parents: sleep safety.
Built on Uncompromising Standards
The Insight
New parents are overwhelmed by conflicting advice about baby sleep - from family, friends, healthcare professionals, online communities, and countless articles - often unsure which information to trust. ADIN recognized that the biggest opportunity wasn't simply explaining mattress features; it was addressing the confusion and misconceptions parents faced every day.
The Strategy - “Breathability Done Right”
ADIN developed an integrated “Breathability Done Right” campaign designed to educate parents, differentiate Naturepedic in a crowded marketplace, and build trust around safer sleep.
Bringing Breathability to Life
Because breathability is a complex topic that's difficult for parents to grasp, ADIN created an engaging video that translated the science behind Naturepedic's Breathe Safe® crib mattresses into a relatable story for moms and families - becoming a powerful educational asset used throughout media outreach and communications.
Breathability, Brought to Life
The educational video ADIN produced to explain Naturepedic's Breathe Safe® technology.
A Media-Worthy Conversation Through Original Research
To understand parent concerns and uncover the broader conversation around children's sleep, ADIN commissioned the “Sleep Training and Myths” survey of 2,000 parents of children ages 0–5. The research revealed widespread confusion - including that 68% of parents believed in common sleep myths or urban legends - providing a compelling media hook and positioning Naturepedic as a trusted resource for safer, healthier sleep.
The Results
The campaign generated 158 pieces of media coverage, achieved 5.36 billion online readership impressions, and delivered 7.24 million estimated coverage views - positioning Naturepedic as an educational leader in the baby sleep category and increasing awareness around safer sleep practices and breathable crib mattress technology.
Business Impact
By identifying a powerful consumer tension - the uncertainty and misinformation surrounding baby sleep - ADIN helped Naturepedic move beyond product promotion to become a trusted resource for parents, demonstrating how original insights, compelling storytelling, and strategic media engagement can transform a technical product benefit into a meaningful consumer conversation.
Integrated PR, an educational Breathe Safe® video, and the original “Sleep Training and Myths” survey positioning Naturepedic as a trusted resource for safer baby sleep.
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