Sleeping With Bob Ross

What We Did

The brief was to generate coverage, buzz, awareness and listenersfor Sleep Stories, the bedtime stories for grownups, produced byCalm, the meditation and sleep app.

Among the ways we responded was by helping recast thesoundtracks of old episodes of Bob Ross’s 1980s TV show, The Joyof Painting, as Sleep Stories on Calm.

Ross, the art instructor and iconic TV host, was best known in his dayfor his mellow manner, giant perm and calming voice. We helpedCalm bring Ross’s relaxing vibe to a whole new audience.

“Twenty-three years after his death, Bob Ross seems to have found his true medium.”

The New Yorker

Outcome

Huge media interest and worldwide coverage – beyond allexpectations.

This was one of many ideas that helped Calm grow from nine staff ina one-bedroom apartment into Apple’s App of the Year, the firstmental health unicorn and the world's top-grossing health and fitnessapp.

Key Points

  • Tier 1, national media
  •  International coverage
  • Exceeded all expectations

Coverage

The story achieved some 500 pieces of coverage (that we know of) incountries and languages including: US, UK, Spanish (Hispanic US,Spain, Argentina, Ecuador), Netherlands, Argentina, Germany,Arabic, Turkey, Japanese, Russian, Singapore, Canada, Australia.

  • New York Times (at least three times)
  • The New Yorker
  • The Daily Mail/ Mail Online (At least twice)
  • Good Morning America (ABC)
  • This Morning (CBS)
  • Fox News
  • CNBC
  • Wikipedia
  • The Washington Post
  • Gizmodo
  • Endgadget
  • Lifehacker
  • Ars Technica
  • MSN
  • Yahoo (twice)
  • The Independent
  • Variety
  • Mental Floss
  • Fox 5 News in New York
  • Fox 17
  • Seattle Times (Twice in separate articles)
  • The Blast
  • Trendhunter
  • Artnet news
  • Geeky-Gadgets
  • Dan of Geek
  • San Francisco Business Times
  • The Straits Times (leading paper in Singapore)
  • Men’s Health Netherlands

And hundreds more across the world.