CALM X Lil Jon
The partnership was born out of a unique tension—rapper Lil Jon was trading krunk for calm with the launch of his first mediation album, expanding the topic of mental wellbeing to an underserved demographic. Partnering for Natural Vitality's CALM’s Mental Health Awareness Month campaign, we threw an album launch retreat with a live mediation, influencer and paid content creation and a CALM mocktail bar, ultimately driving record-breaking sales and awareness.
1B
Impressions
4.4K
Shares
ROAS
5K
Comments
4.2
4 Hours + 1 Grammy Award Winning Artist
Paid Media
Video and still paid media content was captured one hour before the PR event. Optimizing the talent and location in this way saved substantial time and money, while ensuring a consistent experience for consumers.
Little Jon was highly involved in the creative development process. The authenticity of the collaboration led to its success.
Social Content
The social content filmed during the event garnered over 1.5 Million views and nearly 5,000 comments, sparking dialogue on mental health.
A series of promotional and content experiences captured leads and drove purchase.