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. 


The Outcome

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


We only do marketing that works.

Work with us →

Other posts you might like

Post link

Facebook Recently Announced New Tools for SMBs, Including Video Calls And Expansions To Appointment Bookings

With much of the madness caused by the pandemic now behind us, small businesses across the country are eager to capitalize on the holiday rush, with spending patterns and customer behaviors once again approa
Post link

Instagram Adds New Data Analytics For Marketers

Instagram is quickly turning into a platform of choice for digital marketers, thanks to a solid base of influencers, great content quality, and one of the largest userbases of any social platform. In 2021, t
Post link

Despite Growing Rumors, PayPal Rejects Reports Of Potential Pinterest Acquisition 

In 2020, it seems like no one is impervious to rumors. The most recent round of tech gossip is about PayPal and how they were to acquire Pinterest.  Reuters and other media reported on the deal when sources