Tons of of 1000’s of People have been glued to their televisions final week as outcomes from a particularly contentious election started rolling in. And whereas the nation waited with bated breath to seek out out who would change into the forty sixth President of the U.S., a psychological wellness app was capitalizing on a chance to relay a chilled message to viewers.
Calm, the meditation and rest app, bought a sponsorship with CNN, giving it prime inserting on the display screen all through the community’s election protection. The app’s brand appeared within the nook of CNN’s Key Race Alerts, which was principally any phase throughout which the community had updates on votes in a specific state. The juxtaposition couldn’t have been extra jarring: Calm’s brand within the nook of the display screen whereas CNN anchors Wolf Blitzer and John King have been something however, nicely, calm.
“We perceive the uncertainty of this election cycle generally is a supply of tension for many people, particularly because it coincides with an ongoing pandemic,” Calm mentioned in an e mail. “Our aim 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 evening.”
CNN mentioned Calm additionally marketed through the community’s coronavirus city halls with Anderson Cooper and Dr. Sanjay Gupta. Calm’s election evening sponsorship continued into CNN’s election protection on Nov. 4.
Neither CNN nor Calm would disclose how a lot the app paid for the deal. Nonetheless, latest information exhibits the sponsorship could have finally paid off.
Calm was downloaded about 35,000 occasions on Nov. 3 and once more Nov. 4, up from its day by day common of 26,000 downloads the week prior, in response to information from cellular app information analytics agency Sensor Tower. On the peak of its recognition on Nov. 4, Calm was ranked because the sixty fifth hottest app on the Apple app retailer, up 54 spots from yesterday. It ended the day at No. 83, marking its third greatest day ever. The 2 occasions Calm beat the rating was in July after releasing a sleep story narrated by One Course star Harry Types and following an promoting marketing campaign on AppLovin and YouTube in October.
The free model of Calm’s app offers timed meditation classes, respiration workout routines, and a sleep story. Customers can even select from a number of nature sounds or music throughout Calm’s meditation classes. For $69.99, the app provides authentic content material, guided meditations catered to gratitude, stress, or nervousness, and greater than 120 sleep tales.
The corporate mentioned that over the previous few months it has despatched out Calming messages and respiration workout routines at high-stress moments, together with through the presidential debates. It’s additionally been updating its website to supply extra free assets to potential customers.
“In what’s been a particularly disturbing yr, our crew is at all times in search of methods to provide customers a reminder to take a deep breath, and tune into themselves,” Erin Hassey, Calm’s senior director of development advertising and marketing, mentioned in an e mail.
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