From online gallery to seafront exhibition: bringing kalmfulness to life
Building on Beyond’s successful ‘kalmfulness’ platform for the Kalms Range, we set out to visualise feelings of serenity by capturing images of ‘kalmful’ moments.
Client: Kalms Herbal Remedies
23,000 views and over 750 submissions to the ‘Moments of Kalmfulness’ online gallery
In year one, 385 pieces of coverage, reaching 41.6 million people
An estimated 50,000 people experienced, saw or engaged with the physical exhibition in Brighton
Our approach
To align our client’s herbal remedies brand more closely with emotional wellbeing, we created a photography-led campaign inspired by the calming effect of peaceful imagery.
In partnership with renowned and up-and-coming photographers, we commissioned a physical calendar of images that captured ‘kalmful’ moments. To maximise reach and engagement, these images could also be viewed in a virtual gallery, and the public were invited to submit photos of their own moments of ‘kalmfulness’.
During ‘National Kalmfulness Week’, we took select photographers’ stories to the media, supported by expert advice from a psychologist spokesperson. Partnerships with lifestyle and mental health content creators helped amplify the activity to a wider audience.
In year two, we levelled up the campaign by staging a three-week pop-up exhibition of kalmful images on Brighton seafront. Free and open to all, this physical gallery brought meaningful experiential moments to residents and visitors alike. Media outreach and influencer activity maximised the campaign’s visibility, driving strong awareness, engagement and footfall.
Outcomes
In year one, the online gallery attracted nearly 7,500 views and more than 400 public submissions, demonstrating strong engagement with the campaign. Media outreach generated 385 pieces of coverage, including broadcast interviews with the campaign’s psychologist spokesperson, reaching an estimated audience of more than 41 million people.
During the three-week exhibition period in year two alone, an estimated 50,000 people visited, experienced or engaged with the physical gallery on Brighton seafront. Supporting media and social activity amplified the campaign’s reach to xxx, while the exhibition itself drove 11,000 gallery visits and 300 public submissions over the same period.
