Calm
Service
Consumer PR
Industry
Consumer Tech
(Overview)
Calm, the leading meditation and sleep app, regularly utilises partnerships with famous faces to generate buzz around new content. Tapping into the media interest around Kourtney Kardashian Barker, Calm partnered with her supplement brand, Lemme, to create the Calma Sutra for Valentine’s Day - complete with a 12-position guide and ASMR Sleep Story.
(Project Details)
Recognising the power of social media in creating talkability, R. Agency worked closely with Calm to ensure that media assets were suitable for both traditional media outlets and their social channels and created a strong media kit to accompany the outreach. The targeted media strategy prioritised high-reach consumer outlets in the UK and the US with demonstrably engaged social media channels.
Lemme is a vitamin and supplement line created by Kourtney Kardashian Barker (KKB). For Valentine’s Day, Calm – the no. 1 app for sleep and meditation – teamed up with Lemme to create the Calma Sutra, a play on the Kama Sutra. R. Agency was tasked with amplifying the campaign globally, making it viral across earned media and social channels as well as maximising KKB’s cultural relevance, while dialling up Calm’s presence in consumer media outlets.
Results
R. Agency secured features in The Cut, Yahoo! Life and Daily Mail with thousands of likes and shares per article. A day after launch, the campaign was shared by ‘The Momager’, Kris Jenner, with links to the Sleep Story on Calm.
