Shim

Shim is a well-being app featuring a chatbot, co-founded by Hoa Ly, PhD in Psychology, and backed by prominent tech figures such as Sophia Bendz and the founders of King. The app functions as a “gym for the brain” and a digital friend; through a coded dialogue robot, it helps users reflect on positive aspects of life—a practice shown in studies to reduce stress and increase well-being.

Gul PR was commissioned to manage the PR efforts during and after the launch. The mission focused on establishing Shim as a credible and effective player within the digital well-being sector.

The result was extensive visibility in the business press (such as Di and Breakit), articles in major daily newspapers (including DN and Aftonbladet), as well as features in niche media like Modern Psykologi and television segments. Shim was later acquired by the digital healthcare provider KRY.