The holiday season is upon us, leaving both brands and customers wondering: what will they look like this year? With playbooks of past years less relevant, we decided to talk to a brand that couldn’t be more relevant this year. A brand that caught our eyes (and scrolling thumbs) with Tweets providing something that’s never been more valuable: a sense of Calm.
We chatted with @calm’s community manager to hear how the popular sleep, meditation, and relaxation app plans to bring its product and mission into the holiday season on Twitter. (Bonus: so. many. good. tips.)
Tell us a bit about yourself.
My name is Beth Teague and I’m the community manager at Calm (@calm). I joined Calm in April after spending a few years in the travel and banking industries. I can verify that the mindfulness space is a much... calmer place to work! I came to Calm because I genuinely use and love the product; it's changed my life for the better.
Tell us about @calm.
Calm is an app for mental fitness, designed to help you manage stress, sleep better, and live a happier, healthier life. From meditations to music to Sleep Stories, we have a fantastic range of content and we're constantly adding more.
What about the upcoming holidays will be relevant to your company?
The holidays will likely look and feel different for a lot of people this year. However, one constant is that the holidays are often equal parts joyous and stressful, exhilarating, and exhausting. Calm is a natural fit for those looking to gift loved ones (or themselves!) a fantastic product that will help them during the holiday season and beyond.
How does Twitter fit into your Q4 marketing mix?
In addition to sharing deals and merchandise related to our brand, Twitter is an important customer service channel at a time when we're welcoming many new users to our platform. We're also aware, as I mentioned before, that the holiday season can be as stressful as they are joyous, and our content aims to support and encourage anyone needing a break from that stress.
Describe @calm in three words.
Supportive, encouraging, educational.
What resonates with your audience?
Mindfulness reflections and reminders always generate engagement from our followers. Who wouldn't want to get a note of encouragement or a reminder to breathe in between political discussions and news snippets?
What are some of your favorite @calm Tweets?
This launch Tweet for our Harry Styles Sleep Story is our top-performing Tweet of all time.