What We Did
The brief was to generate coverage, buzz, awareness and users for Sleep Stories, the bedtime stories for grownups, produced by Calm, the meditation and sleep app.
Among the ways we responded way by deciding to appoint Phoebe Smith, one of Calm’s top writers as Sleep Stories as Calm and the world’s first “Sleep Storyteller-in-Residence” – the writer paid to send millions to sleep.
We also coined the terms “Slow Literature” and “Slow Lit” to describe the new literary genre that Calm’s Sleep Stories were helping forge – and declared Calm’s Phoebe Smith “the JK Rowling of Slow Lit”.
“Phoebe Smith has just been appointed Calm’s first Sleep-Storyteller-In-Residence” … Smith fell asleep listening to the audio version of her own story.
The (London) Evening Standard
Huge media interest and worldwide coverage.
This was one of many ideas that helped Calm grow from 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.
“Most writers hope their work will keep you up at night, but Phoebe Smith would rather send you to sleep. As the first official sleep storyteller-in-residence for mindfulness and meditation app Calm, it’s literally her job.”
Phoebe Smith’s appointment as the world’s first Sleep Storyteller-in-Residence won Calm worldwide coverage, which is still continuing.
This came in countries including the UK, US, Canada, India, Ireland, Australia, New Zealand, Italy, Russia, Hong Kong, Portugal, Brazil, Belgium (French and Flemish), France, Denmark, Germany, China, Thailand, Japan and Vietnam.
The Today Show (NBC)
The Guardian – Twice, in different articles, both in print and online.
The (London) Evening Standard – online and in print.
The List – National TV
BBC Radio 4 – Front Row
BBC Radio – Saturday Live
BBC Radio 5 –
BBC Radio Scotland
The Irish Times
Parade.com & Parade Magazine (Syndicated to over 700 newspapers nationally)
Gateway Media – Syndicated to 1,400 outlets
CBC Radio – various times
CTV Morning Live
The Drudge Report
Italy: Corriere della Serra; Jiornale
Major newspapers in Austria, Mexico and beyond…
“Meet the woman who tells bedtime stories to adults to put them to sleep.”