partnerships

Headspace: The Calm Key Race Alert Partnership Wasn’t a One-Off

Calm competitor Headspace saw a 965% week over week increase in unique users on Election Day—even without an ultra-viral TV sponsorship.
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Ad Age

· less than 3 min read

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For those of you who haven’t seen a meme about it yet, meditation app Calm sponsored CNN’s Key Race Alerts on Election Night. Per iSpot data shared with Marketing Brew, $93,000 in paid TV ad spend went towards the CNN sponsorship.

But Calm saw its most significant resulting success on a different channel—social.

  • Calm experienced a 248% jump in social media mentions on Election Day versus the previous day, per Talkwalker data via Ad Age.

Plot twist: There’s a chance Calm’s success on social had less to do with the CNN sponsorship than you might think. Competitor Headspace saw a 965% week over week increase in unique users on Election Day—even without an ultra-viral TV sponsorship, according to data shared with Marketing Brew.

  • Headspace released Politics Without Panic last month, a collection of meditations for people coping with the complicated feelings election time brings up.

My takeaway: 65% of respondents to a recent CensusWide survey for Headspace said they’re worried or anxious about the current political tensions. Calm’s social success simply came from capitalizing on that statistic in a darkly comical way.

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