Sleep health innovator SoClean has officially launched a new national broadcast campaign in partnership with all-inclusive TV agency Marketing Architects. The nationwide campaign introduces the SoClean 3+ to a broader audience, deploying creative spots anchored by an animated character named “Barry the Bacteria” to engage sleep apnea patients using CPAP equipment.
The campaign addresses a major health gap facing the estimated 30 million U.S. adults living with obstructive sleep apnea, many of whom rely on continuous positive airway pressure (CPAP) therapy. While medical regulators and manufacturers stress the importance of sanitizing hoses and masks to prevent bacterial contamination, manual cleaning remains a persistent friction point in everyday patient routines. The SoClean 3+ functions as the first and only FDA-cleared device designed to eliminate 99.9% of bacteria on compatible home-use CPAP hoses and masks after standard washing.
Educating CPAP Users Through Targeted AI Media Buying
Because many sleep apnea patients remain unaware of FDA-cleared automated cleaning options, the campaign focuses on proactive broadcast channels to reach consumers directly within their home environments.
Marketing Architects developed the strategic media plan, concentrating delivery on adults aged 50 and older—the demographic most likely to manage sleep apnea at home. The media buying strategy is executed through Annika®, the agency’s proprietary media-buying artificial intelligence platform. The AI platform continuously predicts network rates, clearance levels, and audience performance to optimize broadcast inventory efficiency.
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Key elements of the campaign strategy include:
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Targeted Demographic Reach: Focuses on linear television inventory tailored to adults 50+ to align with primary sleep apnea demographics.
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AI-Optimized Media Planning: Uses Annika® predictive modeling to forecast broadcast performance and maximize ad spend efficiency.
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Character-Driven Creative: Introduces “Barry,” an animated bacteria spokesperson who explains how the SoClean 3+ reduces bacterial presence on CPAP accessories.
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Category Awareness: Educates CPAP users on the availability of FDA-cleared maintenance solutions.
Executive Insights on Campaign Deployment
“CPAP hoses and masks can trap and grow bacteria over time. SoClean 3+ received FDA clearance as the first and only device in its category designed to address this bacterial issue. In an ever-growing, complex media landscape, we chose Marketing Architects to help us get the word out to the CPAP market that there is a way to sleep better at night, knowing you used a SoClean,” said Robert Wilkins, CEO of SoClean.
“You can’t capture demand that doesn’t exist yet. Most CPAP users have never been told an FDA-cleared option is available, so linear TV must do the introducing. Barry makes that introduction one people actually remember, and he gives SoClean an asset worth returning to at a scale and efficiency no other channel matches,” said Dhiren Khemlani, SVP, Strategic Growth at Marketing Architects.
Driving Mass Market Awareness for Sleep Hygiene
The national campaign aims to establish a recognizable brand identity for SoClean while reinforcing the importance of maintaining hygiene in sleep therapy equipment. By combining AI-driven media buying with character-based creative, SoClean and Marketing Architects plan to scale awareness across linear broadcast networks to connect CPAP users with proven hygiene tools.