“We were blown away by their work and results. I can't wait to continue our relationship and see what remarkable things we can all do together.”
Dan Szeto
VP, Calm Studios
The Story
Calm needed a dynamic content strategy to amplify engagement and broaden its audience beyond millennials.
Calm is the #1 app for sleep and meditation. They produce meditation products, including guided meditations and Sleep Stories on their subscription-based app.
Calm is notably significant for its cable and performance advertising, aiming to reinforce a 30-60-second meditative pause. They are arguably the largest advertiser in the health and wellness category on Meta and the iOS Store.
While Calm had found success in social media performance advertising, they struggled in earned social media attention.
Furthermore, Calm hoped to diversify its customer profile from primarily millennial users to cross-generational engagement. They were consistently posting on short-form content mediums but failed to attract the desired users.
The Circle Park team was brought on board to expand content styles through quality storytelling and diverse creator partnerships and drive engagement for Calm’s World Mental Health Day Initiative.
The Strategy
Circle Park orchestrated growth effortlessly, reshaping Calm's creative and creator partnerships.
The team began with a complete restructuring of their organic content and creator partnership strategy. Existing assets did not reflect Calm’s ambition to be a three-dimensional mental health awareness company.
Simultaneously, the Circle Park team began cataloging exceptional creative partners and content creators for the campaign. Upon outreach, the team custom-built briefs with each creative team to highlight a story tied to mental health awareness. The ideal content format was cinematic short-form vertical videos on Instagram and TikTok.
Lastly, Circle Park monitored content performance metrics, including likes, comments, and new followers. Beyond high-level indicators, the team also explored community performance metrics, including sentiment analysis, average comment length, and view-to-like and view-to-comment ratios.
The Success
Circle Park’s growth system drove 10x engagement in under 3 months.
During the partnership, Circle Park tested multiple designs, formats, types of posts, hashtags, and schedules to see what works best for the brand and prepare recommendations for future organic growth, creator partnerships, and paid growth on social media.
After regular posting, Calm saw a 10x increase in organic engagement from existing followers and newfound traffic from creator accounts. Together, Circle Park and Calm effectively scaled creator partnership spend by 1400%.
Notably, community performance was at an all-year high. On average, viewers were writing longer, more positive comments. Similarly, view-like and view-comment ratios exceeded alternative content.
