It's a Wonderful Sleep Story

What We Did

The brief was to generate fresh coverage, buzz, awareness and traffic for Sleep Stories, the popular bedtime stories for grownups on Calm, the meditation, sleep and mental health brand.

We responded was by recruiting Hollywood legend James Stewart to make the showbiz comeback of the year, 26 years after his death, to narrate a heart-warming new festive tale for Calm, called 'It's a Wonderful Sleep Story'.  We did so with the help of cutting-edge AI voice-cloning technology and the consent of his family and estate. 

“This is honestly genius.”

The Hustle

“Huge congrats on the new Sleep Story that is flying round the world. You've worked your magic yet again.”

Michael Acton Smith, co-founder of Calm

Outcome

The result was huge national and international coverage, both in Tier 1 media and every other tier – along with general buzz and praise. This again made Calm part of the zeitgeist and the cultural conversation.

It was yet another idea that helped Calm stay front of mind for its target market and an ever-better-known mental health brand.

Key Points

  • Huge global coverage
  • Tier 1, national media
  • Spreads virally

Coverage

Over 500 pieces of coverage, across nearly 30 countries, including:

  • The New York Times (front page)
  • The Times
  • The New York Post
  • People
  • Newsweek
  • Huffpost
  • Variety
  • CNN (TV + online)
  • The Today Show (TV = Online)
  • CBS Mornings
  • Fox News
  • Fox Business
  • BBC
  • NPR
  • Fast Company
  • The Verge
  • Engagdet
  • The Messenger
  • Yahoo Life
  • ZDnet
  • The Wrap
  • Digiday (twice)
  • Breitbart
  • The San Francisco Chronicle
  • The Seattle Times
  • The Miami Herald
  • The Chicago Sun-Times
  • The Baltimore Post
  • The Today Programme (BBC Radio 4)
  • The World Tonight (BBC Radio 4)
  • Lorraine (UK national breakfast TV)
  • The Daily Star
  • Euronews
  • Decrypt
  • The Hustle
  • Morning Brew
  • Bleeding Cool News
  • The Economic Times (India)
  • The Washington Examiner
  • The Colorado Springs Gazette
  • The Herald Sun (Durham)
  • The Sun Herald (Biloxi)
  • The Fresno Bee
  • The San Bernardino Sun
  • The Star Telegram (Fore Worth)
  • The Tacoma New Tribune
  • The Idaho Statesman
  • The Wichita Eagle
  • The Santa Fe New Mexican
  • The Sun
  • The Spokesman-Review (Spokane)
  • The Inland Valley Daily Bulletin
  • The Albany Herald
  • The Auburn Citizen
  • The Bradenton Herald
  • The South Florida Reporter
  • The Western Journal (Phoenix)
  • USA News
  • US Times Mirror
  • Yahoo (many times)
  • MSN (many times)
  • AOL (many times)
  • Reddit; Quora; Digg
  • Wikipedia (twice)
  • The Toronto Sun
  • The Vancouer Sun
  • The Windsor-Star
  • The Regina Leader-Post
  • Barrie 365
  • The Age (Melbourne)
  • The Sydney Morning Herald
  • The Australian
  • The Daily Telegraph (Australia)
  • The Brisbane Times
  • The Cairns Post
  • The Courier Mail
  • WA [Western Australia] Today
  • The Herald Sun (Australia)
  • The Chronicle (Australia)