Not Calm MomsB2C emotion, and the metrics to show it
The problem
Calm had big ambitions for their new Not Calm Moms campaign. Designed to target millennial moms and show a new side to the Calm brand, this marked the first time Calm had directly addressed maternal mental health. Our challenge? Taking Calm’s core creative vision and scaling it across multiple platforms and assets to keep the content fresh and moms consistently supported throughout their journey.
What we did
Success meant building a modular framework that could evolve with learnings as the campaign progressed. Rather than a static approach, we focused on the flexibility to adapt Calm’s messaging, formats, and CTAs across different touchpoints while maintaining total campaign cohesion. We produced a comprehensive toolkit of 90+ modular assets spanning the full media mix – social media, mobile app, PR, events, and digital channels.
The outcome
organic impressions
weeks from launch
The campaign generated 20M organic impressions in just 3 weeks from launch, demonstrating strong resonance with the millennial mom audience. Our production framework enabled real-time optimisation, keeping content fresh and relevant while maintaining consistent brand messaging across all touchpoints.
In their words
The work
Stills required for every video · 6–10 samples (C8).
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