From Stress to Success: Inside the Nodpod Campaign That Took Over Johns Hopkins
Baltimore, MD–Next Hop Marketing, a student-run marketing agency formed by the Advertising & Integrated Marketing Communication’s course at Johns Hopkins University, achieved 80% brand awareness for Nodpod among undergraduate students in just three weeks, a significant increase from 12% pre-campaign (a 433% lift). Centered around the message “calm under pressure,” the campaign positioned Nodpod as a solution for stress and sleep challenges commonly faced by college students through a coordinated mix of social media content, interactive on-campus activations, and guerilla tactics to catch students’ attention. The campaign delivered strong results, with over 50,000 total impressions. Of that, on-campus events generated 5,148 impressions. Across Instagram, the campaign received a total of 36,676 views, reaching 6,987 accounts with 2,596 profile visits. On LinkedIn, students further amplified the campaign through personal posts, generating a total of 6,741 impressions and extending visibility into professional networks beyond campus.
“Seeing students interact with Nodpod in real time was one of the most rewarding parts of this campaign,” said Economics major Julia Nicholsberg, Manager of the Campaign Strategy/Events Department. “From our campus activations to athletic events, students were genuinely excited to try the product. It was clear that creating moments for students to slow down and reset really resonated with them.”
Next Hop Marketing developed and implemented a campaign consisting of experiential on-campus activations, student organization partnerships, and digital outreach. These efforts included pop-up events, such as a makeshift bed in the quad where students could try Nodpod firsthand, and activations at athletic events, all designed to meet students where they are and encourage direct product interaction. The Advertising Department also created calmunderpressure.co, a dedicated campaign website that allowed students to learn more about the campaign, enter a giveaway, and stay updated on upcoming events.
Another marketing tactic employed by Next Hop Marketing leveraged a user-generated content tactic centered around Nodpod Man, a student who wore a life-sized Nodpod costume. Through social media promotion, students were encouraged to find the Nodpod Man, take a picture with him, and post it on their personal Instagram story for a chance to win a Nodpod. This challenge generated 2,834 impressions across Instagram. By encouraging students to create and share their own content, this tactic extended the campaign’s reach and visibility.
The campaign successfully introduced Nodpod to Johns Hopkins students through an integrated mix of experiential activations, collaborations with campus groups, and social media engagement, positioning the brand as an effective wellness resource for college students. The class looks forward to presenting campaign results and future recommendations regarding the collegiate market to Nodpod executives on May 4, 2026.
About Nodpod – Nodpod is a female-founded and owned sleep-wellness brand out of California offering award-winning weighted sleep products. A good night's sleep is essential to overall health and wellbeing, and Nodpod's products are not just products; they're a lifestyle. Blending science-backed comfort with elevated, lifestyle-driven design, Nodpod's products are available through Nodpod.com and leading retailers including Nordstrom, Bloomingdale's, Ulta Beauty, Amazon, and more, making the brand accessible to customers nationwide. Beyond the product, Nodpod is committed to supporting mental health. The brand donates 1% of all Nodpod.com sales to mental health organizations such as To Write Love On Her Arms and The Art Therapy Project, helping fund programs that support emotional wellness and mental health awareness.
For additional inquiries on the Nodpod campaign at Johns Hopkins University, please contact Jialu Chen or Eden Weiss at nexthopmarketing@gmail.com.
