首页即时动态梦百合TVC聚焦女性睡眠压力

梦百合TVC聚焦女性睡眠压力

来源：家居百科时间：2025年10月15日 15:48

MLILY Dreamland's 'Unburdened Her' Campaign: Revolutionizing Women's Sleep

As the Double 11 shopping festival approaches, the renowned sleep brand MLILY Dreamland has partnered with the Xiaohongshu platform to launch an emotional marketing TV commercial (TVC) that targets the group of women in contemporary society who are burdened with heavy pressures. Titled "The Unburdened Her," the campaign focuses on the challenges faced by mothers with young children and working women in their lives and careers, aiming to support women's well-being and freedom through the brand and its products.

The theme "The Unburdened Her" reflects the brand's understanding and care for women's pressures and its hope to help women get a good night's sleep to better face life's challenges. It also expresses the brand's recognition and appreciation for women's tenacity. The release of the brand's TVC has resonated with many female users and has also gained wider attention and discussion on women's pressure issues.

Unrested Nights: The Hidden Struggles of Contemporary Women

The "2025 China Sleep Health Survey Report" released by the China Sleep Research Society shows that the rate of sleep disturbances among women aged 18 and over in China is significantly higher than that of men, especially among women aged 25-45, where as high as 42.7% suffer from regular sleep disturbances. This data reflects the double pressures faced by contemporary women in the family and society.

MLILY Dreamland's TVC precisely captures the sleep states of two typical groups:

For mothers with young children, their nights are a test of "fragmented sleep," with the crying and kicking of infants, and night-time care, cutting the continuous sleep into pieces. This fragmented sleep is more harmful than simply not getting enough sleep, as it prevents the formation of deep sleep cycles, causing people to feel exhausted even if they sleep for 8 hours.

Meanwhile, professional "female leaders" face different challenges, such as performance pressure, career development anxiety, and interpersonal relationship management, making it difficult for them to turn off their minds even at night. Growth-oriented women often reflect on themselves and plan for the future in the middle of the night, which directly affects sleep quality.

As a brand that has been dedicated to the sleep industry for over a decade, MLILY Dreamland not only deeply understands the sleep needs of these two typical groups but also cares about their spiritual needs:

For mothers, tenderly protecting their children's growth is "sweet pressure," so they often ignore their own sleep problems for their children. MLILY Dreamland feels this internal emotional conflict and tells mothers through the TVC that "a soft support mattress will catch you every night of peaceful sleep, and also catch you and him every soft moment," supporting mothers to get a better mental state through good sleep and enjoy the softness of the parent-child relationship more calmly;

For professional "female leaders," "lifting themselves towards a better tomorrow" is their emotional inner driving force. MLILY Dreamland appreciates this courage of self-lift and is willing to become the support behind these women - "a steady support all night long, and your tomorrow."

From Emotional Resonance to Product Solutions: A Revolution in Sleep

Based on a deep understanding of women's sleep difficulties, MLILY Dreamland's Double 11 main product, the Fast-Charging Mattress 2.0, is not just a product upgrade but a tailored "sleep revolution" for women dealing with high pressure.

"Fast-charging" refers to the concept of "rapid charging." As MLILY Dreamland's first split-type 0-pressure deep sleep layer mattress product, one of the core highlights of the Fast-Charging Mattress 2.0 is its flexible and removable multi-layer structure, which allows users to adjust the softness and thickness of the mattress according to their own needs, meeting the personalized requirements of users with different body types and sleeping habits.

The core material uses MLILY Dreamland's globally首创 non-temperature-sensitive 0-pressure foam, which has obtained the艾媒咨询 market status confirmation certificate and has been granted patents in China, the United States, Denmark, and Canada. Unlike traditional memory foam, it is not affected by environmental temperature and maintains stable softness and support properties in any season.

Research shows that compared to traditional palm mattresses, using MLILY Dreamland's 0-pressure foam mattress, the average fit between the human body and the mattress can reach 82.45%, the average deep sleep time can increase by 38.1%, and the average time to fall asleep can be reduced by 49%. These key data are particularly important for high-pressure women - a higher fit means better pressure distribution, protecting the lumbar and spinal health, thus obtaining a "0-pressure" sleep sensation, evenly distributing body pressure, and alleviating emotional stress; falling asleep faster means that when mothers are woken up by their children in the middle of the night, or when professional women are tired after returning home, they can fall asleep faster; and an increase in deep sleep percentage directly relates to the recovery effect of sleep.

In addition, the independent bag spring system of the mattress achieves a "zero interference" effect, with each spring independently operating, like a piano key that responds accurately, so that the movements of the partner no longer interfere with each other. This feature is particularly suitable for those mothers who need to get up frequently to care for their children due to child care, or for professional women with shallow sleep.

Emotional Connection: The Transition from 'Product Function' to 'Life Support'

The success of MLILY Dreamland's Double 11 marketing lies in converting technical parameters into emotional value. In the TVC, the mattress is no longer a cold product but a "support" for women to deal with life's challenges.

Through the TVC and a series of brand marketing activities in collaboration with Xiaohongshu, MLILY Dreamland tells all women: taking care of oneself is not luxurious but necessary. A truly good night's sleep can enable women to have a better state to love their families and pursue their careers.

This communication strategy has resonated with many women. In fact, this is not the first time MLILY Dreamland has focused on women's needs and carried out brand marketing activities targeted at women. During this year's 38th Women's Day, MLILY Dreamland conducted a deep dialogue with female football player Zhao Lina, expressing deep admiration for the strong and resilient spirit of women.

MLILY Dreamland's marketing campaign with the emotional TVC at its core is not a temporary strategy but an important part of the brand's long-term strategy. Focusing on the sleep needs of women and even the whole human race is the brand mission of MLILY Dreamland. Therefore, since its establishment in 2008, MLILY Dreamland has always persisted in being an "upstart" in the mattress industry, continuously advocating "Don't sleep on a hard bed" and popularizing scientific sleep concepts to change the wrong concept of Chinese people sleeping on hard beds. It is this responsible attitude towards users' sleep health that has brought MLILY Dreamland's products into thousands of households, making it the number one brand in the country's smart bed sales and obtaining the market certification of "Memory Foam Mattress Global Sales No. 1 for 10 consecutive years."