Challenge
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.
Insight
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.
Solution
We produced a comprehensive toolkit of 90+ modular assets spanning the full media mix – social media, mobile app, PR, events, and digital channels. Our approach to expanding the campaign included:
- Dynamic content variations: Animation and video adaptations added visual appeal tailored to specific audience segments.
- Influencer-driven storytelling: Refining and editing video content featuring celebrity partners to increase engagement and dwell time.
- Smart CTA optimisation: Developing multiple variants to tailor calls-to-action across different campaign moments and channels.
- Resource production: Building out ‘Momtras’ cards, Cheat Sheets, and guided meditations to provide practical mental health support.
Services delivered included creative production, graphic design, animation, video editing, influencer content creation, illustration, retouching, artworking, and social optimisation.
Results
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. Most importantly, we helped Calm efficiently reach a previously untapped audience with meaningful support for maternal mental health.
Hattie is Executive Client Partner at OLS, responsible for making sure we have exactly the right solutions, talent and ideas ready to bring creative design excellence to our clients. Hattie is also a Non-Executive Director of Bloom, the network which supports women to build their careers in the communications industry, and is passionate about elevating others to perform at their best. When she's not at OLS, you'll find Hattie running, lifting, dancing or walking her little dog.