Calm, a leading sleep and meditation app, aims to help users achieve mindfulness, manage stress, and cultivate a serene and balanced lifestyle through guided meditations, soothing music, and sleep stories. To drive growth across brand and performance KPIs (CPI, CPT, and ROAS) while also looking to diversify beyond digital channels like paid search and social, Calm tested TV advertising.
Utilizing a performance strategy on streaming TV, Calm’s campaign drove real business outcomes across the purchase funnel, increasing incremental app installs and new user subscriptions and reducing customer acquisition costs. Using a brand-focused strategy on linear TV, they leveraged celebrity partnerships with figures like NBA All-Star LeBron James to elevate their storytelling to a new level and drive brand awareness. They’ve also capitalized on live premium news programming, where their TV ads not only caught social virality during the 2020 Presidential Election but awarded them AdAge Marketer of the Year. By combining their linear and streaming TV advertising efforts, Calm successfully drove full-funnel impact and improved efficiencies throughout their campaign.