Headspace Case Study
- A leader in the digital wellness space, known for its meditation, sleep, and mindfulness support.
- 18 August, 2024
Our goal:
To position Headspace as a go-to resource for managing stress, improving sleep, and cultivating mindfulness habits.
Campaign Objective:
- Increase Brand Awarness
- Increase App installations
- Increase Online Engagement
- Increase Free Trial Subscriptions
Campaign Details:
- Duration: 24 Months
- Budget: $100K+
Comprehensive Analysis of the App Market and User Needs
We began by developing a strategy based on extensive market research within the wellness and app domains, focusing on the target audience’s age, lifestyle, and specific mental health concerns. By identifying key characteristics and preferences of potential users, we gained a deeper understanding of how Headspace could effectively meet their needs for stress relief, improved sleep, and regular mindfulness practice.
Targeted Demographic Insights for Precision Outreach
With these insights, we refined our approach to target specific demographics that showed the highest interest in sleep improvement, stress management, and mindfulness. This targeting involved analyzing correlations between age groups, lifestyle choices, and mental wellness concerns, ensuring our outreach would resonate with users seeking personal development and mental health support.
Strategic Media Placement to Maximize Reach and Relevance
Using this data, we curated a list of 30 ideal media placements and publication features specifically designed to maximize Headspace’s reach and impact. Each outlet was carefully selected not only for its audience’s alignment with Headspace’s objectives but also for the unique perspective it could add to the brand narrative—from discussing the mental health benefits of meditation to highlighting the user-friendly design of the app. This strategic selection allowed us to communicate Headspace’s value in a way that appealed to diverse but complementary audiences.
- Comprehensive Market Analysis
- Targeted Media Outreach
- Optimized Content Strategy
- Audience-Centric Media Selection
- Data-Driven Performance Tracking
- Scalable Campaign Framework
- Proven Campaign Success
- Delivered Results
Results:
- Total Articles Published: 155
- Total Impressions: 41.8 million
- App Downloads: 850,000
- Website Traffic: 6.4 million, from article links
- Social Media Growth: 12% across all platforms
- Engagement Rate per Article: Averaged 4,200 shares, comments, and likes.
We crafted and placed articles in key outlets such as:
