Calm

Challenge: The Calm meditation app wanted to test messaging for a new coaching service to help drive internal investment and determine launch direction. They needed to create three distinct messaging platforms promoting the same service in order to decipher which benefits most appealed to their target user.

Solution: I worked closely with both Calm’s Vice President of Coaching and Product Lead to develop and test three strategic messaging platforms across consumer facing website and social ad tests, identifying distinct value propositions for each. The messaging platforms each centered on one core benefit to ensure that test results would effectively demonstrate which benefit the new service should lead with. I then developed additional messaging to help guide the internal sales team and B2B HR partners on the new service, including sales decks and brochures.

Mindfulness website direction below.

Website Test (Mindfulness Direction)