Calm boosts installs 106% with ironSource playable ad

Calm is the leading mental wellness app, with over 100 million downloads and multiple awards, such as Apple’s 2017 iPhone App of the Year and World’s Happiest App.

Looking to grow its user base and scale further, Calm partnered with ironSource in 2020 and utilized ironSource’s user growth and creative management solutions to run multiple campaigns on the ironSource network while relying on the ironSource team for optimizations and advice.

ironSource was able to produce highly-engaging creatives that aligned with Calm’s core concept but resonated with new users - including a high-performing playable ad that gamified relaxation by letting users mix paint on-screen in a cathartic way. The playable ad generated massive scale and 106% increase in installs for Calm, boosting the performance of the entire user growth campaign on the ironSource network. Due to the success of the campaign, Calm increased its budgets on the ironSource network.

“ironSource’s creative management solution has been a major boost for our general user acquisition strategy"

- Rohan Verma, Director of User Acquisition at Calm

“ironSource’s creative management solution has been a major boost for our general user acquisition strategy," said Rohan Verma, Director of User Acquisition at Calm. “The playable ad not only engaged users, but critically, engaged the right users, who have gone on to drive value and growth for Calm. Beyond their technology and services, the ironSource team has also been a true partner in helping us optimize performance and leverage data-driven insights to fuel more growth.”