LadBible partners up with Three to create Relaxing Stuff channel
LadBible Group has launched a new social media channel called Relaxing Stuff aimed at using technology to improve wellness.
In a partnership with the Three mobile network, LadBible will create content across a multi-platform content channel on Facebook, Instagram and its own website. Some of the content will also be shared through the LADbible Snapchat channel.
LadBible Group said Relaxing Stuff was aimed at "improving wellness by using technology to deliver daily moments of chill".
The concept for the channel appears to have come from the current trend for autonomous sensory meridian response (ASMR) and will include soothing audio, computer-generated animations, puzzles and video content.
The channel plans to produce and curate over 1,000 pieces of content in the first year, which will include plenty of wholesome material ranging from windswept dogs and stretch putty to celebrities, such as football pundit Chris Kamara and People Just Do Nothing star Alan "Seapa" Mustafa, whispering fan fiction written about themselves on video.
Arian Kalantari, co-founder at LadBible Group, said: "We know that wellness and mental health are important to young people in their busy everyday lives. They naturally consume content through social platforms, so we knew this was the best space to reach and support this demographic."
Three and LadBible Group said the channel also aimed to change the face of wellness culture, which they believe has a habit of taking itself incredibly seriously.
Mindshare negotiated the partnership between LadBible and Three and Joyride, LadBible’s in-house creative agency, took control of the strategy for the channel.
Shadi Halliwell, Chief Marketing Officer at Three, said: "We were looking for the right partner to reach our target audience in a simple, fun and light-hearted way. LadBible approached us with this idea about wellness and it complimented our #PhonesAreGood campaign so it was a no-brainer."