How quirky marketing made the Calm app a smash with Peter Freedman
PR 360
English - May 08, 2024 09:02 - 24 minutes - 22.5 MBMarketing Business Technology public relations business startups marketing digital marketing social media marketing crisis communication brand reputation content creation influencer marketing Homepage Download Google Podcasts Overcast Castro Pocket Casts RSS feed
Peter Freedman is the founder and Director of Thinking of Think Inc, a creative UK-based PR and guerrilla marketing agency, that works for startups and scaleups in the US and UK. He's also the author of a new book for Calm, the meditation, sleep and mental health app called "How Calm Whipped Up a Storm: How one small app won a ton of PR and buzz that helped it grow big – and how YOU can too.” Here, he discusses how his quirky work for Calm helped the app stand out in a sea of competition.
Key Takeaways:
- How quirky, irreverent messaging helped Calm "grow big"
- Peter's approach to guerilla marketing
- The important role of language in creative marketing and PR
Episode Timeline:
1:30 Peter's history of working on irreverent and quirky projects
3:45 Peter's love of language and creating unusual names for things
5:30 Calm's Sleep Stories
6:30 How Calm's irreverent approach set it apart from other meditation apps
10:10 Calm's "Baa Baa Land," an 8-hour film about sheep
13:20 Calm's bedtime stories
17:40 Peter's approach to guerilla marketing
20:20 How Peter's background in journalism gave him a unique perspective on PR
This episode’s guest:
• Get "How Calm Whipped Up a Storm" on Amazon
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