Calm's innovative advertising strategy during election nights, including serene ad breaks, skyrocketed its brand recognition during intense moments, effectively capitalizing on the chaotic political landscape.
Blake Beers, Calm's VP of Brand Marketing, emphasizes that the brand's approach of providing peaceful moments amidst chaos has become a hallmark of their campaign strategy: 'This is about as big as it gets in terms of showing up for people in a meaningful way.'
The 2024 election night strategy includes silent ads aimed at offering viewers a respite from the fray of constant political commentary. 'That silence is actually the thing that is going to draw people in,' explains Beers.
Calm's prior success during the 2020 election, where its rain sound ad doubled Twitter engagement for the brand, demonstrates how a mindful approach can overshadow louder, traditional advertising efforts.
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