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Take a deep breath, sit back, and relax.

Calm, a ground-breaking meditation platform, teamed up with Nowadays to get their app in more hands. In an effort to increase brand recognition, DAU Instagram campaigns were implemented every day for 18 months.

The campaign’s goal was to promote better sleep and stress management through the Calm app. It was built in an organic way that created an emotional impact in audiences without feeling like a traditional ad campaign.

The result was an exponential increase in user installations that won Calm iOS App of the Year in 2017 and Calm becoming one of the two largest meditation apps in the space.


Downloads per month for 6 months


Trending in the App Store


iOS App of the Year

“Nowadays has been a strong growth channel that was part of Calm’s secret sauce during our early growth stage.”
– Matt Hirotchi, Director of User Acquisition

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