Calm

Take a deep breath, sit back, and relax.

Goal

Put the Calm app into more pockets and minds—daily.

What We Did

• Ran a daily Instagram drip for 18 months: soothing creator videos, sleep-story teasers, and micro-meditation reels.

• Framed every post around a single emotion—ease—so content felt like relief, not advertising.

• Layered soft CTAs and swipe-ups only after engagement peaked, keeping trust intact.

Results

• App-store installs surged month-over-month, pushing Calm to iOS  “App of the Year” 2017.

• Calm climbed to Top-2 in the meditation category, doubling DAU during the run.

• Campaign’s tone set the template for Calm’s ongoing social voice.

Outcome

Helped move meditation from “taboo/woo” to feed-native mainstream—making mindfulness memeable, relatable, and shareable for everyday people.