Results
earned opportunities
to see for NHS campaign
54.6 million
earned opportunities to see for
'Weathering the Storm’ Covid-19 response
Brief
Educate Brits about the value of mental wellbeing, mindfulness, and meditation as part of their everyday routine – and position Headspace as the app to help them achieve this.
Solution
Ran the first national live broadcast meditation on ITV’s This Morning, involving presenters and guests, NHS nurses and schools, and then took it onto ITV’s Peston with politicians and pundits.
Worked with Andy Puddicombe, Headspace’s Co-Founder, to secure interview opportunities on a UK media trip across BBC Radio 2 and Radio 5 Live, BBC News’ Click, RTE One, and XFM.
Worked with Davina McCall to launch the brand’s partnership with Boots UK, activated on Instagram through posts and a live Q&A with Andy, using Davina as a spokesperson to national and lifestyle media.
Generated mass awareness for the brand’s hero partnerships, including:
‘Weathering the Storm’ Covid-19 response – free access to Headspace content for consumers to help them with their mental wellbeing during the pandemic.
NHS partnership – free access for NHS to Headspace Plus as a result of the pandemic’s impact on frontline health workers.
Executed an always-on proactive press office to create relevant, newsworthy stories to get consumer media cut-through, providing expert advice around meditation, mindfulness and wellbeing.
Communicated Headspace’s investment success through corporate profiling for the co-founders across the Financial Times, CNBC, and Bloomberg, and ran a drumbeat thought leadership programme across industry vertical media, promoting Headspace for Work.
