Building a Brand Platform
Following a successful launch the previous year, our herbal remedies client challenged us to build on our ‘Find your Kalmfulness’ platform, to help raise brand awareness and more closely align the product range with emotional well-being.
Our research shows that UK adults don’t prioritise their emotional well-being, with nearly half (46%) admitting they often feel stressed, have difficulty sleeping (54%) and feel close to burning out (52%).
Our approach
The Beyond team developed The Kalmfulness Index, a landmark study involving over 3,700 UK adults to assess their health, emotional well-being and quality of life, to help identify ‘kalmful’ places and rank cities based on their ‘kalmfulness’.
To maximise the news value, The Kalmfulness Index and findings were launched during National Kalmfulness Week, an awareness event developed by our team and supported by a range of leading wellness experts and influencers. The data-driven media outreach included broadcast interviews with a psychologist, with messaging highlighting how cultivating kalmfulness can help UK adults to prioritise and improve their mental health.
In addition, Beyond commissioned a performance poet and social media star to capture the nation’s feelings in an online poem; ‘Find Your Kalmfulness’ describes the small acts of self-kindness that can help us cope better with the stresses and strains of daily living.
To drive recommendation and uptake of our client’s range of herbal remedies, Beyond secured exclusive interviews with the brand manager in pharmacy and trade titles, highlighting how the products can be used to support emotional well-being.
Outcome
Post-campaign, a survey of 500 UK adults found that 1 in 3 (31%) had encountered kalmfulness, plus 79% found the concept of cultivating kalmfulness to support emotional well-being ‘very’ or ‘quite’ appealing, highlighting the campaign’s successful reach, relevance and emotional engagement.
The campaign generated close to 800 pieces of media coverage, including TV and radio interviews and an extensive, exclusive article in the Daily Mail featuring an interactive map.
The online performance of ‘Find Your Kalmfulness’ garnered huge support and momentum across social media, with over 40,000 views and nearly 2,000 engagements.
Furthermore, our client has continued to embrace ‘kalmfulness' across all above-the-line activities, including a TV advertisement.
“Over the last few years, our lives have become more anxious and stressful. We’ve braved a global pandemic only to be faced with a challenging economic situation, political and military conflict, and the on-going strains of 21st century living. That’s why we launched The Kalmfulness Index - to learn how UK adults are really coping and make recommendations on how we can support the nation to become calmer.’
Client - Herbal Remedies Brand
1 M The Kalmfulness Index. A nationally representative study involving 3,726 UK respondents. Commissioned by Kalms. 2023.