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 respectively by the celebrity voices of Jereme Flynn, Nick Offerm and Keegan Connor Tracy.

“I pay for the Calm app just to that I can listen to @Nick_Offerman reading me The Big Bad Wolf Learns Anger Management, and every night it's worth the money.”

@Zachanner (Comedian)

“The Big Bad Wolf Learns Anger Management ... read by Nick Offerman @calm is my new reason for living ... er, sleeping."

@bulldawgmama

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.

Key Points

  • International coverage
  • Tier 1 media
  • Social media buzz, praise

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