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Calm’s hilarious CNN ad campaign sent the meditation app flying up App Store charts – TechCrunch

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Meditation app Calm’s sensible and hilarious advertising marketing campaign that noticed it sponsoring CNN’s protection of the 2020 U.S. Presidential Election outcomes this week appears to have paid off for the enterprise. The app, which as we speak gives conscious meditations, peaceable sounds and sleep tales, had flashed on display screen throughout CNN’s “Key Race Alert” protection, reminding customers of the necessity to calm down throughout this disturbing time.

In line with knowledge from third-party app retailer analytics and advertising companies, Sensor Tower and App Annie, these CNN commercials seem to have helped considerably enhance Calm’s downloads (as decided by the app’s chart rankings.)

On iPhone within the U.S., App Annie says Calm moved up 20 ranks from the day earlier than Election Day to achieve No. 79 General throughout each apps and video games within the U.S. It additionally reached No. 1 within the U.S. Well being & Health class.

Picture Credit: App Annie

In the meantime, Sensor Tower discovered that the app moved up once more on Nov. 4, climbing 51 spots to achieve No. 68 among the many prime free iPhone apps on the U.S. App Retailer.

The agency notes that is the best the app has ranked since July 21, when it hit No. 60 — a bounce that was doubtless boosted by the discharge of the Harry Types’ Sleep Story. Whereas Calm did add one other new Sleep Story on Oct. 30, it didn’t seem to have an effect the way in which that Types’ Story had, Sensor Tower mentioned.

A spokesperson for Calm defined the corporate’s choice to run the CNN advert marketing campaign was about associating its model with the nervousness that its meditations and stress-free sounds assist to deal with.

“We perceive the uncertainty of this election cycle is usually a supply of tension for many people, particularly because it coincides with an ongoing pandemic,” the spokesperson mentioned. “Our purpose throughout CNN’s Key Race Alerts was to offer viewers a second of Calm, and a reminder to take a deep breath throughout a disturbing night time,” they added.

The corporate declined to verify the third-party estimates, nonetheless.

General, the CNN advert marketing campaign labored for Calm as a result of it was virtually a troll on how confused folks have been this week as election outcomes poured in — and significantly by CNN’s “Key Race Alert” music that performs when there’s an essential replace.

Merely put, most individuals discovered Calm’s advert humorous.


Along with operating advertisements on CNN, Calm launched a refreshed resource hub with free mindfulness instruments, together with Sleep Tales, meditations, music and different mindfulness content material forward of the elections.

And simply forward of Nov. 3, it partnered with mobile news organization NowThis to create a soothing livestream that ran on NowThis’ Fb and YouTube pages on Nov. Three by Nov. 4.

Exterior of its CNN sponsorship, Calm has been working to capitalize on elevated TV viewing across the election to achieve consideration for its anxiety-reducing sources, as nicely.

In line with knowledge from iSpot.television, reported by AdAge, Calm’s app noticed 66 million whole impressions from Oct. 31 by Nov. 3, with 11 million on Election Day alone. And over the past 30 days, Calm noticed 241.7 million TV advert impressions, valued at $1.Four million.

Along with CNN, the corporate ran Election Day advertisements on MSNBC, E!, HGTV, IFC, Freeform, the Discovery Household Channel and the Discovery Life Channel, the report mentioned.

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Sarah Perez