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

Outcome

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.”

Parade.com/Parade Magazine

Coverage

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.

USA Today

Marketwatch

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

The Scotsman

Parade.com & Parade Magazine (Syndicated to over 700 newspapers nationally)

Gateway Media – Syndicated to 1,400 outlets

MSN

Apartment Therapy

CBC Radio – various times

Publishers Weekly

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.”

Marketwatch