As we gear up for Mindfulness Day, it’s the perfect time to spotlight the apps helping us find peace in our everyday hustle, which are the Health & Fitness category apps.
This blog post delves into the top apps in the sector, examining how they leverage both organic and paid strategies to dominate user acquisition, particularly focusing on mindfulness-related activities.
Learning from the best practices can save time and let you improve your ideation process.
Within the past one year period, these 10 apps stood up with their user acquisition activities;
- Calm
- Headspace: Sleep & Meditation
- Me+ Daily Routine Planner
- BetterSleep: Relax and Sleep
- I am – Daily Affirmations
- ShutEye®: Sleep Tracker, Sound
- Sleepiest: Sleep Meditations
- Impulse – Brain Training
- Fabulous: Daily Habit Tracker
- Sleep Cycle – Tracker & Sounds
Building on our analysis of top practices within the Education category apps, we will also explore how “Mindfulness Day” impacts app marketing overall.
This includes a detailed examination of keyword trends, custom product pages tailored for the season, and ad creatives designed to attract users during this high-engagement period.
Calm
Calm’s organic ranking distribution over the year analyzed with the ASO Report by MobileAction
Calm stands out with its impressive organic reach, ranking for over 10,000 keywords, and a significant portion, nearly 40%, appearing in the top 30 search results.
Remarkably, 400 of these keywords secured the number one ranking, underscoring Calm’s strong organic search presence.
The organic download history of Calm analyzed with Keyword Intelligence by MobileAction
Calm’s ability to attract downloads from non-brand related keywords is notable, with only 30% of its keyword acquisitions coming from brand-related searches.
This indicates a strong brand recognition across the broader Health & Fitness category.
“mindfulness” keyword search results ads performance of Calm’s analyzed with Search by App by MobileAction.
In terms of paid acquisition, Calm pursued an aggressive strategy around the Mindfulness Day seasonal time, bidding on 460 keywords, with 15 specifically tailored to the mindfulness theme.
Custom product pages run by Calm analyzed with CPP Intelligence by MobileAction
Calm has created and run 7 custom product pages on top of their default product page.
Among them, we observe that they leveraged custom product pages in order to promote the app’s features and A/B test their creatives.
Ad creative insights of Calm analyzed with Creative Analysis by MobileAction
They utilize ad creatives to increase visibility and enhance their already pretty solid brand recognition.
Last month only, they had over 280 live creatives distributed over various channels.
Headspace: Sleep & Meditation
Headspace: Sleep & Meditation’s organic ranking distribution over the year analyzed with the ASO Report by MobileAction
Headspace: Sleep & Meditation, another major player, has a solid base of over 6,300 organic keywords, with nearly 40% ranking in the top 30.
The organic download history of Headspace: Sleep & Meditation analyzed with Keyword Intelligence by MobileAction
A deep dive into their download origins reveals a strong brand presence, with just 23% of downloads coming from brand-specific keywords.
This showcase extends to keywords associated with mindfulness, where they capture first place, particularly impactful around Mindfulness Day.
“mindfulness” keyword search results ads performance of Headspace: Sleep & Meditation’s analyzed with Search by App by MobileAction.
On the paid user acquisition side, Headspace: Sleep & Meditation has placed bids on over 3,500 keywords, with a significant focus of 245 on mindfulness-related terms.
Custom product pages run by Headspace: Sleep & Meditation analyzed with CPP Intelligence by MobileAction
They have created 5 custom product pages on top of their default product page to communicate well to their specified audience groups.
When we analyze their custom product pages more deeply, we see that they have created custom pages for their app’s features and competitor’s brand keywords to attract more users by communicating better.
Ad creative insights of Headspace: Sleep & Meditation analyzed with Creative Analysis by MobileAction
This is supported by over 120 ad creatives distributed across various channels to amplify reach and engagement.
Me+ Daily Routine Planner
Me+ Daily Routine Planner’s organic ranking distribution over the year analyzed with the ASO Report by MobileAction
Me+ Daily Routine Planner has a growing presence, organically ranking for over 3,900 keywords, with more than 30% making it into the top 30.
However, only 26 keywords reached the top ranking, indicating potential areas for growth and optimization.
“mindfulness” keyword search results ads performance of Me+ Daily Routine Planner’s analyzed with Search by App by MobileAction.
The app’s paid strategy during the Mindfulness Day period included bids on over 800 keywords, though only a handful targeted mindfulness directly.
Custom product pages run by Me+ Daily Routine Planner analyzed with CPP Intelligence by MobileAction
Me+ Daily Routine Planner has created and run 6 custom product pages on top of their default product page.
Among them, we observe that they leveraged custom product pages in order to promote the app’s features
Ad creative insights of Me+ Daily Routine Planner analyzed with Creative Analysis by MobileAction
The strength of Me+ Daily Routine Planner lies in their ad creatives; they produced over 660 during this period, leading to the highest Ad Intelligence score within the category, reflecting a strong and diversified marketing approach.
BetterSleep: Relax and Sleep
BetterSleep: Relax and Sleep’s organic ranking distribution over the year analyzed with the ASO Report by MobileAction
BetterSleep: Relax and Sleep has shown significant organic presence, ranking for over 8,900 keywords with more than 40% in the top 30.
On the final day of tracking, they led with over 150 keywords in the top position.
The organic download history of BetterSleep: Relax and Sleep analyzed with Keyword Intelligence by MobileAction
Their organic downloads tell a story of strategic diversity, with only 10% generated from brand-specific keywords while most are drawn from competitive brand keywords and generic terms within their category.
“mindfulness” keyword search results ads performance of BetterSleep: Relax and Sleep’s analyzed with Search by App by MobileAction.
BetterSleep: Relax and Sleep has a comprehensive and well-designed paid user acquisition strategy for Apple Search Ads.
They bid over 5,400 keywords around last year’s Mindfulness Day, which made them the highest Apple Search Ads score holder among the Health & Fitness category apps.
It is also worth noting that 47 keywords from their paid keyword pool directly contain the “Mindfulness” keyword.
Custom product pages run by BetterSleep: Relax and Sleep analyzed with CPP Intelligence by MobileAction
They have also excelled in leveraging custom product pages. They created 10+ custom product pages with multiple creative sets designed, including various keywords for each.
It’s worth mentioning that they have included the “mindfulness” keyword in each of their custom product pages.
Ad creative insights of BetterSleep: Relax and Sleep analyzed with Creative Analysis by MobileAction
On top of their pretty solid organic and paid user acquisition performances, they also have a very solid ad creative performance.
Around the last year’s Mindfulness day, they had over 340 live ad creatives supporting their overall user acquisition success.
I am – Daily Affirmations
I am – Daily Affirmations’ organic ranking distribution over the year analyzed with the ASO Report by MobileAction
I am – Daily Affirmations got the highest ASO score in the Health & Fitness category, organically ranking for over 12,000 keywords, a notable increase from 25,000 earlier in the year.
The organic download history of I am – Daily Affirmations analyzed with Keyword Intelligence by MobileAction
Their organic download history is another good example of a strong delivery on the search results.
They managed to generate over 30% of their downloads from competitors’ brand keywords, which means they delivered their value properly in the app metadata items; therefore, users are attracted to downloading them instead of their competitors.
“mindfulness” keyword search results ads performance of I am – Daily Affirmations’s analyzed with Search by App by MobileAction.
Despite this organic success, there’s room for improvement in paid acquisition, with bids on 570 keywords, including only one specifically for mindfulness.
Moreover, they haven’t fully utilized custom product pages, which could enhance their targeting strategy.
Ad creative insights of I am – Daily Affirmations analyzed with Creative Analysis by MobileAction
Their advertising strategy includes 114 creatives focusing on affirmations and relaxing backgrounds, helping to convey the core benefits of their offerings.
Keyword Share of Voices
Share of Voice analysis of the “mindfulness” keyword analyzed with Keyword Trends by MobileAction.
The keyword “Mindfulness” registers a significant volume of 43, dominating the Health & Fitness category.
The Mindfulness App, Headspace: Sleep & Meditation, and Mindfulness Coach are the top-ranking apps organically for this keyword.
Search result ads runner with “mindfulness” keyword analyzed with Search by Keyword by MobileAction.
Calm exclusively commands a 100% impression share in Apple Search Ads, showcasing their strategic dominance.
Share of Voice analysis of the “Mindfulness Day” keyword analyzed analyzed with Keyword Trends by MobileAction.
On the other hand, the “Mindfulness day” keyword has a 5 volume due to its being very specialized and high-intentness.
Organically Mindfulness.com Meditation, Lotus Bud Mindfulness Bell, MindReset – Just 2 min a day! has managed to get the highest impressions.
Search result ads runner with “mindfulness day” keyword analyzed with Search by Keyword by MobileAction.
The niche keyword “Mindfulness day” scores lower in search visibility but sees competitive bidding in Apple Search Ads from apps like Gaia: Streaming Consciousness, Habit Nest: Planner & Tracker, Superhuman: Daily Motivation, Headspace: Sleep & Meditation, and BetterHelp – Therapy, highlighting the focused interest during this key seasonal period.
Custom product pages
Custom product pages created with the “Mindfulness” keyword analyzed with CPP Intelligence by MobileAction.
Several apps have successfully leveraged custom product pages for the “mindfulness” keyword, tailoring their presentation to resonate more effectively with potential users.
Notable mentions include BetterSleep: Relax and Sleep, Mindfulness.com Meditation App, Glo I Yoga and Meditation App, MINDTRX, Heavily Meditated: Meditation, Abide – Bible Meditation Sleep, Calmsleep Sound App and Peloton: Fitness & Workouts.
Custom product pages created with the “Mindfulness day” keyword analyzed with CPP Intelligence by MobileAction.
For the “Mindfulness day” keyword, despite its lower volume, apps across various categories: Merge Dragons!, Brain Gain – IQ Training Games, Peloton: Fitness & Workouts, Meditopia: AI, Meditation, Mindfulness.com Meditation App, Keen Psychic Reading & Tarot, MINDTRX, BetterMe: Mental Health, Sol – Feel Better Today, Abide – Bible Meditation Sleep, Block Blast!, ShutEye®: Sleep Tracker, Sound, and Treecard: Walking Step Tracker have created custom pages, tapping into the seasonal appeal and demonstrating the versatility of this approach in user acquisition strategies.
Ad creatives
Ad creatives that were live during the 2023 Mindfulness Day analyzed with Top Creatives by MobileAction
Creative strategies around the mindfulness theme vary, with apps like Listen to Nature, by Roots, BetterMe: Mental Health, Mindfulness Daily Affirmations, Temple Bliss: Live Psychics, Mindfulness.com Meditation App using daily affirmations and relaxing visuals to attract users.
These creatives play a crucial role in connecting emotionally with users, making the apps not just tools but part of a daily wellness routine.
As Mindfulness Day approaches, these apps utilized the power of targeted digital marketing strategies in the Health & Fitness sector.
Their ability to blend organic and paid acquisition, along with creative and strategic use of ad creatives and custom product pages, underscores a comprehensive approach to user engagement and retention.
At MobileAction, we specialize in mastering seasonal marketing trends, particularly in the Health & Fitness sector during crucial times like Mindfulness Day.
Timing and relevance are key to success.
Schedule a demo today to access these insights and enhance your app’s user acquisition.
Improve your Health & Fitness apps with our targeted intelligence, automation, and expertise, perfectly timed for peak season impact.
