Fairy Tales De-Stressed
What We Did
The brief was to generate coverage, buzz, awareness and traffic for Calm, the meditation and sleep app, and, in particular, for its bedtime stories for grownups known as Sleep Stories.
Among the ways that we responded was by producing a series of three "Fairy Tales De-stressed" – comprising three classic fairy-tales reimagined for a more mindful age: Rumpelstiltskin Learns to Meditate; The Big Bad Wolf Learns Anger Management (and Controlled Breathing); and the Wicked Witch of the West Discovers Mindfulness.
The three new takes on old tales were narrated by the celebrity voices of respectively Jerome Flynn, Nick Offerman and Keegan Connor Tracy.
Outcome
The result was almost 150 pieces of coverage – from The LA Times, Quartz, Lifehacker, Yahoo, MSN and TV to the BBC, The Daily Mirror, The Daily Express, The Times of India and beyond. Plus, great buzz and praise on social media.
It was one of many ideas that helped Calm grow from an app with nine staff in a one-bedroom apartment into Apple’s App of the Year, the first mental health unicorn and the world’s top-grossing health and fitness app.
Coverage
Almost 150 pieces of coverage, including:
- The LA Times
- Quartz
- Lifehacker
- Yahoo
- MSN
- The BBC
- Times of India
- Daily Mirror
- Daily Express
- Daily Record
- Scottish Daily Express
- Irish Daily Mirror
- Stylist
- Get the Gloss
- KGWN TV (December)
- Sleep.com
- Tribune Content Agency
- And more
