How Calm went from Startup to Apple's #1 App of the Year

August 9, 2019
May 30, 2025
5 min read

On Thursday August 9th, Improvado sponsored a fireside chat with Dun Wang, VP of Product and Growth at Calm: The #1 App for Mindfulness, Sleep and Meditation.

She’ll walked us through her ingenious marketing tactics that led the Calm app to spread like wildfire.

The fireside chat was hosted by Hailey Friedman, Cofounder of Growth Marketing Pro, President of Badass Marketers & Founders, and Head of Marketing here at Improvado.

These are the topics we covered:

  • How to optimize your purchase funnel
  • The best way to run a referral program
  • The one offline channel that no one is talking about
  • How to build a habit-forming product
  • Why Calm has the most viral Facebook ad we’ve ever seen

Unfortunately the event was not recorded, however we do have a number of photos and short clips which you can take a look at below....

Calm and Improvado meeting

Dun covered topics such as how Calm manages to get tons of PR coverage just by getting creative. How they've created a product that is habit forming, and so much more...

 

No items found.
Take full control of all your marketing data

500+ data sources under one roof to drive business growth. 👇

Transform Marketing Chaos Into Growth Like Calm's VP Did

Get 99.9% data accuracy & 80% faster reporting like our clients

Get up to 368% ROI
No items found.
⚡️ Pro tip

“While Improvado doesn’t directly adjust audience settings, it supports audience expansion by providing the tools you need to analyze and refine performance across platforms:

1

Consistent UTMs: Larger audiences often span multiple platforms. Improvado ensures consistent UTM monitoring, enabling you to gather detailed performance data from Instagram, Facebook, LinkedIn, and beyond.

2

Cross-platform data integration: With larger audiences spread across platforms, consolidating performance metrics becomes essential. Improvado unifies this data and makes it easier to spot trends and opportunities.

3

Actionable insights: Improvado analyzes your campaigns, identifying the most effective combinations of audience, banner, message, offer, and landing page. These insights help you build high-performing, lead-generating combinations.

With Improvado, you can streamline audience testing, refine your messaging, and identify the combinations that generate the best results. Once you’ve found your “winning formula,” you can scale confidently and repeat the process to discover new high-performing formulas.”

VP of Product at Improvado
This is some text inside of a div block
Description
Learn more
UTM Mastery: Advanced UTM Practices for Precise Marketing Attribution
Download
Unshackling Marketing Insights With Advanced UTM Practices
Download
Craft marketing dashboards with ChatGPT
Harness the AI Power of ChatGPT to Elevate Your Marketing Efforts
Download

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere.