How Creative Strategies Turned Calm into a Billion-Dollar Mediation App with Peter Freedman
Capturing attention in a sea of digital noise is a challenge and an art form. In this episode of Authors Who Lead, Peter and I discuss the importance of humor and creativity in public relations (PR), highlighting strategies that propelled the mental health app Calm into the spotlight. Peter shares invaluable insights on the power of quirky PR, creative naming, and the essential practices startups should adopt for effective branding and marketing.
Embracing Silly PR to Gain Media Coverage
Peter underscores the significance of engaging and entertaining marketing tactics, or as he calls it, “silly PR.” The conventional approach to PR might focus on product features, but this strategy often needs to be made aware of the noise of thousands of similar releases. Peter argues that taking a light-hearted, humorous approach can capture the media’s attention more effectively.
A prime illustration of this is Calm’s viral “ba ba land” project—an eight-hour film featuring nothing but sheep, designed to promote sleep content. What could be sillier than watching sheep for hours? Yet, this whimsical project exploded in popularity, demonstrating how a simple, low-cost idea could significantly boost brand awareness. In just 12 months, Calm was named Apple’s app of the year and went on to become the first mental health unicorn, valued at over $1 billion.
The Two Sides of PR: Traditional and Guerrilla Marketing
According to Peter, startups should utilize both traditional, product-led PR and non-traditional, consumer-led PR (or guerrilla marketing). While the former might involve standard press releases and product showcases, the latter focuses on viral content and engaging stunts that the public can’t ignore.
Peter sheds light on how Calm utilized non-traditional PR through various stunts, from the “Once Upon a GDPR” sleep story—using a dry legal document creatively—to supporting Naomi Osaka’s mental health issues publicly. These efforts not only gained media coverage but also established brand empathy and love.
Importance of Naming: More Than Just Words
Peter places considerable emphasis on the power of names, citing examples from his extensive experience. He shares stories of how creatively naming initiatives or products can significantly influence their success.
By coining terms like “Baba Land” and “sleepstorming,” Peter highlights how catchy, memorable names can turn abstract ideas into vivid concepts, thus boosting engagement and media interest. This ties into philosophical thoughts from Wittgenstein and Deepak Chopra, indicating that inventing names can give ideas substance and spark trends.
Creating a Culture of Creativity
I point out the necessity of fostering a culture of idea generation within organizations. I argue that limiting beliefs can stifle innovation, urging teams to embrace quirky, non-serious approaches to problem-solving.
“So many brands shy away from silliness in their marketing, even though it can be a game-changer. Creativity is the competitive edge we often overlook.”
Lessons for Authors: Marketing and Branding Your Book
Much like startups, authors also face the challenge of standing out in a crowded market. Peter and I emphasize the importance of an engaging book title and cover. A well-crafted title can be a key differentiator, making the difference between a book that gathers dust and one that flies off the shelves.
I cite “Atomic Habits” as an example, where the book’s message and title were instrumental in its success, overshadowing the need for literary perfection. I reiterate the advice from marketing guru Seth Godin, highlighting that the effort put into marketing a book can sometimes surpass writing it.
Thinking Global from the Start
Peter concludes by stressing the need for startups to “think global” from their inception. A good idea, executed well, can organically spread worldwide, thanks to the interconnected nature of today’s digital landscape.
By targeting the English-speaking world initially, startups can reach a broad audience and create a ripple effect that extends globally. Calm’s strategic focus on a global audience is a testament to this approach’s effectiveness.
Rekindling Creativity
The episode wraps up with a thought-provoking challenge: to rekindle one’s inner child, embrace creativity, and shatter the stifling seriousness that often hampers innovation. Both startups and authors alike can take a leaf out of Calm’s playbook, leveraging humor, quirky ideas, and memorable names to capture attention in an increasingly noisy world.
Join us again next week for more captivating insights from influential authors and publishing experts. Remember to subscribe to Authors Who Lead and visit our website for more show notes and past interviews.
That’s all for this week. If you have a message inside of you that needs to be written, today is the day to start. Don’t delay—take action.
Episode Resources
Connect with Peter here:
LinkedIn
Think-Inc.co.uk
Get a copy of Peter’s book here:
How Calm Whipped Up a Storm
