Calm: $3M/month Sleep & relax app
About the app
Calm is the world's leading mental wellness app designed to help users sleep better, reduce anxiety, and live mindfully. It features a massive library of 500+ celebrity-narrated Sleep Stories, guided meditations, soundscapes and breathing exercises.
View the app →Maker
Revenue
$30M/month
Marketing Strategies
- Paid social ads: They heavily tested ads on platforms like Instagram, especially targeting people experiencing stress or difficulty sleeping. They reportedly tested thousands of creatives and optimized based on subscriptions.
- Social content: They create relaxing/interactive content specifically for social feeds, rather than simply posting advertisements.
- Celebrity marketing: They use recognizable voices and celebrities for Sleep Stories, which creates attention and PR.