GAURAV KODANDE

Week 2 Performance Marketing Bootcamp

Meditation APP
Guided Meditations
Crafter meditation journeys for beginners
Meditations with specific objectives
- feeling happy
- Improving sleep
- reducing anxiety
- reducing stress
Sleep Stories
Mental fitness voice notes by achievers like LeBron James
 Impressions
Awareness Stage

Clicks

Consideration stage

Retargeting

Download /Install
Conversion stage

Engagement

Retention Brand Advocacy Stage

Funnel
Unaware
Before targeting unaware audience value prop.
that Calm is offering should be considered.
Calm offers value prop. (Solution) of meditation
which is solution to problems like emotional
issues, anxiety, disturbed emotional state,
sleeping disorder.
Using above points we can frame a persona of
potential audience, using tools like sparktoro we
will get to know where the unaware audience
hangs-out online and we can target the
audience with awareness level Ads.
Problem Aware
People who are aware of problems that they are
facing and often engage with the content, read
articles, watch videos about the issues, thorugh
either social media or blogs.
Challenges - anxiety issues
- sleeping disorders
- feeling sad
- emotional issues
- unrestful mind (Too much noise, too many
thoughts)
Solution Aware
People who are not only aware of problems that
they are facing but also have som idea about
the solutions that can be utilised for their
problem.
Since this audience is little bit aware of solution
they might search for following terms
- anxiety calming meditations
- meditations to improve sleep
- how to reduce anxiety
- how to start meditations
- how to become peaceful
-
 Product Aware Most Aware

Product aware people know about Calm app are these are people who are possibly demo or
aware of the value prop. that it offers. freemium users of App. But they haven't bought
app for some reason.
This audience cares about the
they care about
- Rating - Reviews on Plays-tore and IOS Store - coupons
- Word of mouth recommendations - discounts
- - subscription cost etc.

features
variety of types of meditations
quality of guided meditations
ability to measure and track meditation journey
Mapping Mesages to the Funnel
Awareness
90% of Calm users reporting
anxiety use the Calm app to
manage their symptoms.
The #1 App for Sleep, Meditaiton
and Relaxation
The #1 App for Sleep and
Meditation
Sleep Meditation Relax
The most relaxing appin the world
"The Happiest App in the World" -
😌Humane Tech
Consideration
"2018 Trend of the Year" - Apple
"2017 iPhone App of the Year" -
Apple
iPhone App of the Year
When using Calm for Sleep adults
reported 78% better mood
Better Concentration thorughout
the day
Calm App - Not feeling
Nervousness Anxiety
Conversion
For tonight's sleep story, Journey to
the far north of Europe, to a snowy
world of mountains, fjords, and
awe-inspiring islands.
Your dreams just got a whole lot
sweeter. Fall asleep with Harry
Styles as he reads our new Sleep
Story, #DreamWithMe. Available
now in the Calm app.
Learn life-changing skills that can
help you manage feelings of
anxiety, stress, and worry. Try
Calm for free.
⚔ Game of Thrones star, Jerome
Flynn, rocks you gently back to
sleep
5 AIDA Ad copies
You Will Lose your mind 10X your ability to focus Live zero stress life

We understand that's how it feels when
you wake up every morningfeeling
unenergetic due to incomplete Sleep.
Calm App has broughtfor you the
revolutionary sleep meditations made with
the help of neuroscientists which improves
your sleep.
Not able to concentrate on your study or
work?
Try focus guided meditations by Calm App
Click install to try focus guided meditations
Stress in mind is like virus in the body.
It willdegrade your health slowly.
Try Calm's anti stress meditation series ,
made with world's top mindfulness experts.
Download App now.

Download Calm App now

5 AIDA Ad copies

Build Mental resilience Improve brain health

like LeBron James

Yes your brain can be healed with sounds

Mental resilience is what separates the 1%
from 99%
Learn Mental resilience secrets with LeBron
James on Calm App
with particular frequency.
We introduce special meditations with
Tibetan Bowls to improve health of your
brain.

Download Calm App now Click here to try now

5 PAS - Problem Agitation Solution
Ad Copies

1) 2) 3)
Live Life with Calm Happy life = CalmApp Perfect App to begin
With
your Meditation Journey

Anxiety Sucks.
Having to worry about future every present
moment Sucks, having stress 24*7 sucks,
living negative days sucks.
You know what doesn't suck ?
Living life with zero stress, zero anxiety and
zero negativity.
Before Calm App:
Anxiety, Stress, Sleeping Disorder, Emotional
issues
After Calm App : Happiness, joy, mindful living.
It can be extremely frustrating to find right
meditation for you as a beginner.
Calm App your own meditation assistant to
guide you on your personalised meditation
journey.

Try Calm App now

5 PAS - Problem Agitation Solution
Ad Copies
4)
Calm App = Perfect Sleep
If you start your day with feeling sleepy, tired
and hungover instead of energetic, fresh and
positive, it can waste your day, wasted days
can become wasted year.
Good Sleep becomes the reasons for a positive
day.
Calm is introducing Sleep meditation.
Try Calm App now
5)
Build Bulletproof Brain with Calm App
In the world full of competition, uncertainty and
distractions its where your brain has to fight
hundreds of problems every single day, it's
important to build your brain bulletproof.
Learn Mental Models, Frameworks, Resilience
techniques from the best in the world who trained
athletes like Usain Bolt and LeBron James.
This Ad covers overall
benefits and value
Prop of the app
This Ad is for PAS Ad
copy No. 1
Life Life.....