🍴IWITOT Vol. 15: Play into it

But seriously, if you have the Calm and Canva apps on your phone, odds are you’ve clicked one when you meant to click the other.

Calm acknowledged this and played into yesterday on Threads.

Their self-awareness is why they earned the coveted (OK, relax, Maria) I Wish I Thought of That Thursday feature.

Here’s why I loved it.

Relevancy

It’s a relevant topic. People hop onto social media anytime a program or platform goes down to see if anyone else has issues.

Calm realized this and used it to their advantage yesterday when Canva was experiencing some technical difficulties.

They’re in on the joke

Both app designs look awfully similar, and Calm used this as a talking point to thoughtfully inject itself into the conversation… “Open Calm like you accidentally do anyway.”

Their Thread didn’t feel forced. It was flawlessly executed, and the simplicity worked in their favor.

The focus was on Canva, but they integrated the basis of their app into the message, too… “Take some deep breaths…'“

It didn’t feel like an awkward newsjacking attempt.

Conversation Starters

Brands tend to post and ghost. Calm didn’t. In fact, they kept the conversation going in the comments.

This is just a glimpse at their exchanges, but they felt personal, and that’s what people want.

They want to have those interactions with the brands they know and love.

Great job by the Calm social team on this one 👏

Let’s Connect on LinkedIn!