When Going Viral Produces More Than Calming Results: 20 Million Impressions, 16 Million Engagements, 55K App Downloads!
The TL;DR Version:
Why is it that we make New Year’s Resolutions, yet more often than not fail miserably? The sad truth? Even with unprecedented motivation, more than 80% of us fail to achieve our resolutions by the second week of February.
Calm wanted to prove you can achieve your New Year’s goals with a calm, clear mind. Enter the #YearofCalm, a social campaign powered by influencer content.
Over 25 influencers created over 100 pieces of content to show how to use the Calm app to achieve better sleep, reduce stress, alleviate anxiety, build self-esteem, and increase happiness.
In total, over 100 pieces of content were produced for the #YearofCalm campaign, resulting in over 20 million earned impressions, 16 million engagements, and 126K clicks to the website, exceeding pre-set goals. Most importantly, the campaign generated over 55K app downloads during the campaign period.
Bringing The #YearofCalm To Life
Using the “New Year, New You” motivation, #YearofCalm launched at the stroke of midnight. As audiences around the globe contemplated their resolutions, they would also see how Calm could help them achieve their goals.
Over 25 influencers were engaged to speak credibly and authentically about the benefits of incorporating wellness behaviors such as meditation, better sleep practices, etc., offered by Calm into their daily routines.
From Olympic athletes, yogis, lifestyle to health & wellness influencers, over 100 pieces of content were produced and shared on Calm’s Instagram channel, along with the influencers’ own social platforms – Facebook, YouTube, Instagram, and Twitter.
Over a six-week period, each influencer developed three to five pieces of content showing how the Calm app helped them keep their New Year’s resolution and achieve long-term goals.
The Viral POV
“Working with 2017’s App of the Year was a pleasure. With new years resolutions top of mind, we had the perfect opportunity to integrate Calm into the lives of leaders from a wide range of industries, helping them demonstrate to their audiences how Calm became an essential part of driving a meaningful start to their year.”
-Alvin Ma, Account Director at Viral Nation