Sleep better. Live better.
A social direction for launch.
Prepared by Aeri Socials
Nothing's live yet.
That's the advantage.
Platypus Snooze hasn't posted once. There's no tone to fix and no old grid to undo — just one first impression, and it hasn't happened yet.
No history to work around. Whatever goes up first becomes the brand.
The first nine tiles decide what people think, before anyone's slept on a mattress.
People can follow before they buy — if the first posts give them a reason to.
The quiet hour.
A platypus only shows itself at dawn and dusk. The rest of the time it's tucked away, doing whatever a platypus does in there.
That's the window Platypus Snooze owns. Not the whole day, and not a cartoon mascot — just the quiet stretch between one day ending and the next one starting.
Everything the brand posts should feel like it belongs to that hour.
What should feel
instantly familiar.
The moon shape. It's already in the logo — let it show up everywhere, not just as an icon.
Cool light, always. Blue hour, never golden hour.
A closed-eye, half-asleep stillness running through every shot.
Quiet captions. No exclamation marks doing the work the image should.
The visual world.
Light
Soft and blue-toned, always. Never orange, never golden hour.
Texture
Close on fabric, hands, folded sheets. Let people feel it through the screen.
Setting
Real Australian bedrooms. Lived-in, not styled within an inch of their life.
Shape
Rounded and soft-edged, like the logo. Nothing sharp, nothing busy.
Type
Glitz for anything that needs presence. Inter Tight for anything that needs to be read.
Recurring motif
The moon curve from the logo, echoed as a divider or crop line — never redrawn as a new shape.
It doesn't need to be
a character.
It's tempting to put a cartoon platypus in every post. Don't. A sleeping platypus curled into a moon is already a strong mark on its own — it doesn't need lines or a costume to carry a brand.
A stamp, not a star
Small, in the corner of a story frame or the end of a Reel. Never the main subject.
The sleep, not the animal
Closed eyes and stillness, echoed in photography — the feeling the logo already has.
Rare hero moments
One or two posts a month where it plays a bigger role. Not every post.
Four kinds of content.
One idea behind them.
Wind Down
The ritual itself, filmed plainly.
- Sheets being pulled back
- A hand smoothing a pillow
- The last light switching off
Quiet Hour Facts
Real sleep science and real platypus facts, told simply.
- Why cool rooms help you sleep
- Why a platypus only comes out at dawn and dusk
- What "100% organic materials" actually means
Real Rooms
Actual Australian bedrooms, not studio sets.
- Morning light through blinds
- An unmade bed that still looks good
- Customer bedrooms, once there are customers
The Made Of
What's actually in the mattress, shown plainly.
- Layer cross-section, close up
- Organic material textures
- The 30-night trial, explained in one line
What the grid could
look like on day one.
Four pillars, rotating, so the feed never reads as one long ad for a mattress.
The last five minutes of the day
Layer cross-section, close up
Why dawn and dusk, explained
Real room, real 7am light
A moon, appearing
Organic material, texture close-up
A customer's actual bedroom
What cool rooms do for sleep
The 30-night trial, one line
How we introduce it.
Quiet teasers. No product yet — just the mood. A few seconds of dusk light and a moon shape, no explanation.
The reveal. First grid goes up in one sitting — logo, tagline, first Wind Down post, first Quiet Hour Fact.
Rhythm. Four pillars rotating weekly. First UGC prompt once real customers exist.
Five things to
post first.
The last five minutes of the day. One unbroken shot, no cuts — sheets, low light, quiet.
Why does a platypus only come out at dawn and dusk? One fact, on screen, over a still frame.
What's actually inside. The layer cross-section, shown plainly — no music, just texture.
A moon, appearing. The logo animates in for the first time. That's the whole post.
Real bed, real light, 7am. An unstaged photo from an actual home.
How Aeri runs this.
This isn't a document handed over and left behind. It's the plan Aeri builds, then makes happen.
Strategy
The quiet hour stays consistent, even as the content changes week to week.
Content
Concepts planned before a single frame is shot.
Creation
Filmed, edited and captioned, start to finish.
Management
Every post, every reply, every DM — handled.
Testing
Watching what actually lands, instead of guessing.
Optimisation
Doing more of what works. Quietly dropping what doesn't.