NYC1
Scroll
Snooze Report & Sleep Hotline
The Challenge

Sleep deprivation is soaring as a widespread public health issue

Although Calm has a wealth of sleep content to help people with this problem, it was most known for its meditation content. So we set out to create a buzzy earned moment connecting Calm and its Sleep features to trending cultural conversations around an event that affects all of our sleep - Daylight Savings.

Screenshot 2024 02 23 at 1 35 42 PM
The Idea

Ahead of Daylight Savings we launched Calm’s first ever Snooze Report

TEASER GRAPHIC2

The report surveyed 10K adults from 10 cities in the US, and 10 in the UK, about their sleep habits and how a lack of sleep affected their mental health.

Our objective: Understand the underlying causes behind widespread sleep challenges and drive awareness to Calm’s sleep content.

The Results Were Revealing, Including that NYC Isn’t the Only City that Never Sleeps.

Sleep Study US Map Blog

We amplified the program with shareable assets that drove buzz and engagement across owned and paid channels.

To help people adjust to the time change we created a hotline that gave the country free access to Calm sleep content and we advertised it on billboards in five cities across the country.

The Hotline Was Also Promo-ed With a Retro Infomercial.

Screenshot 2024 02 26 at 1 43 13 PM

Results

  • 0 M
    Impressions on the Sleep Hotline ‘infomercial’ social post
  • 0 Min
    Average user time spent on the Hotline
  • 0 +
    Snooze Report Earned Stories
  • 0 %
    Positive to Neutral Story Sentiment
  • 0 K
    Reach on the static post showcasing the Hotline billboard

Earning it