According tomedia reports, meditation app Calm seems to have paid off for its clever and hilarious marketing campaign. The app is understood to have sponsored CNN’s coverage of the results of the 2020 U.S. presidential election this week. The app, which now offers meditation, calm sound and sleep stories, flashes on CNN’s “Key Race Alert” to remind users that they need to relax during this stressful time.
According to Sensor Tower and App Annie, third-party app store analytics and marketing companies, these CNN ads have greatly increased Calm’s downloads.
App Annie points out that on the iPhone in the U.S., Calm is up 20 places from the day before the election and 79th in all apps and games in the U.S. It also ranks first in the U.S. health and fitness category.
Meanwhile, Sensor Tower found that the app’s downloads rose again on November 4th, up 51 places from the previous day and 68th among the most popular iPhone free apps in the U.S. App Store. The company noted that this was the highest ranking for the app since July 21, when it was ranked 60th — a rise that could be due to the release of Harry Styles’ Sleep Store. Sensor Tower says that while Calm did add a new sleep story on October 30, it doesn’t seem to have had an impact on Styles’ story.
A spokesman for Calm said the company decided to run the ads on CNN to link its brand to the anxiety that its meditation and relaxed voice helped address. However, the company declined to confirm third-party estimates.
Overall, CNN’s advertising campaign has worked well for Clam, as the media is now almost an online troll, showing how much pressure there is this week as the election results arrive — especially when there are important updates to CNN’s Key Race Alert music.
In short, most people find Calm’s ads interesting.
In addition to running ads on CNN, Calm launched an updated resource center before the election that offers free meditation tools including sleep stories, meditation, music and other meditation content.
Just before November 3, it had teamed up with nowThis, a mobile news organization, to create a comforting live stream on NowThis’s Facebook and YouTube pages from November 3 to November 4.
In addition to his sponsorship of CNN, Calm has been trying to draw attention to its anxiety-relieving resources by using the increased television ratings during the election campaign.
In addition to CNN, the company also advertises on MSNBC, E!, HGTV, IFC, Freeform, Discovery Home and Discovery Life.