Brooklinen Goes In-House for Its First Celebrity-Led Campaign
Updated: 6 hours ago
DTC bedding brand Brooklinen has launched 'Best. Sheets. Ever.', its first celebrity-led and largest-ever omnichannel campaign — produced entirely in-house and timed to the premiere of Saturday Night Live and the start of the NBA season.
What Brooklinen Did
Brooklinen has rolled out 'Best. Sheets. Ever.', its first celebrity-led and biggest-ever campaign, produced entirely in-house under CMO Laura Jacobs. The work features four celebrities — including Alana Haim and the NBA's Mikal Bridges — across a 30-second hero spot plus cutdowns.
The campaign runs across linear TV, connected TV, YouTube and Meta, and was timed to cultural tentpoles including a Saturday Night Live premiere and the start of the NBA season.
Why In-Housing Matters
Producing a celebrity-led national campaign in-house is a statement about where marketing capability now sits. What once required a big external agency, Brooklinen has built the muscle to do internally — controlling cost, speed and brand consistency.
It reflects a wider DTC shift: brands born online increasingly keep creative in-house to move at the pace of culture, launching around moments like SNL or an NBA tip-off rather than through months-long agency cycles.
Marketing Minute's Take
The interesting part isn't the celebrities; it's that a mid-sized brand ran its biggest, most ambitious work without an agency of record. In-housing has crossed from cost-saving tactic to genuine creative capability.
The trade-off is real, though. In-house teams can move fast and stay on-brand, but they risk creative insularity. The brands that win keep an outside perspective in the mix even as they build internal muscle.
What Businesses Should Do
Reassess what you assume you need an agency for. For fast-turnaround, culturally-timed work, an in-house team may deliver more speed and control — and increasingly, comparable quality.
Protect against insularity. If you in-house, deliberately import outside perspective through freelancers, consultants or fresh hires so your creative doesn't start echoing itself.
Quick FAQ
What is Brooklinen's 'Best. Sheets. Ever.' campaign?
It is Brooklinen's first celebrity-led and largest-ever omnichannel campaign, produced entirely in-house and running across linear TV, connected TV, YouTube and Meta.
Who stars in it?
The campaign features four celebrities, including Alana Haim and the NBA's Mikal Bridges.
Why is in-house production significant?
Running a celebrity-led national campaign without an external agency shows in-housing has moved from a cost-saving tactic to a genuine creative capability, letting DTC brands move at the pace of culture.
The story isn't the celebrities — it's that a mid-sized brand ran its most ambitious campaign with no agency of record. In-housing has graduated from a way to save money into a real creative capability; the caution is to keep an outside eye in the room. — Daniel Nikolla, Founder of Merx Marketing
In-housing has moved from cost-saving tactic to creative capability — but guard against the insularity that comes with it.
What are you still outsourcing out of habit that your own team could now do faster and better?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: Marketing Dive (Campaign Trail) and Brooklinen.
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Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
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