Refreshing brand positioning
Our consumer healthcare client challenged us to refresh the positioning of its herbal remedies range, aligning the brand with emotional well-being.
With two-thirds of British adults (65%) having experienced a period of poor mental health,1 we understood the impact that stress and anxiety has on the well-being of the nation. We knew that helping people achieve moments of mental serenity within their busy lives would resonate with the public mood.
Our approach
The Beyond team conceived the concept of ‘kalmfulness’ – a state of peace that can be achieved through simple, everyday practises – which aligned with our client’s brand name for easy recognition. This engaging communications platform drove the strategic approach for the whole campaign.
To maximise the news value, we developed a Kalmfulness Report – a compilation of the latest scientific research into everyday well-being practises – to demonstrate the proven benefits of these activities. We supported this by conducting timely, headline-grabbing research into the state of mental health across the UK.
The report and survey findings were launched during Kalmfulness Week, an awareness event that was supported by a range of relatable wellness experts and influencers. Acting as spokespeople, these kalmfulness ambassadors gave media interviews and produced interactive social media content to reach and inform our broad target audience.
Outcome
The launch generated more than 300 pieces of media coverage, including TV and radio interviews, plus nearly 9000 watched video minutes on social media. Furthermore, our client adopted kalmfulness across all its above-the-line activity, with the intention of leveraging this powerful brand platform for years to come.
“Sometimes it can be so easy for us to take our mental health and emotional well-being for granted; to prioritise other things, to put it off until next week. It can also seem too big and too hard; but it’s not. We, as a nation, can all benefit from cultivating a little more kalmfulness into our lives; to reflect on how we are feeling and understand what we can do to better look after ourselves today and in the future.”
Charlotte Armitage
Psychologist and psychotherapist, Kalmfulness Ambassador
1 Mental Health Foundation. Surviving or Thriving? The state of the UK’s Mental Health. 2017. Available at: https://www.mentalhealth.org.uk/sites/default/files/2022-06/surviving-or-thriving-state-uk-mental-health-publication.pdf (Accessed: August 2022).