Mindfulness and meditation app Headspace has kicked off a new brand campaign, which aims to expand its audience to reach new users who are looking for help alleviating everyday stress.
The “Everyday Headspace,” effort positions the app as a tool to help with challenges including: relationship woes, sleep issues, work stress and parenting. The idea is to help show how using the app can help people improve their mood to better deal with these issues.
“We are this really approachable, human, helpful brand and we take something that sometimes feels a little intimidating, which is mindfulness and meditation, and we make it really accessible and relatable, and easy to start doing,” said Amy Davis, vice president of global brand Marketing at Headspace Health. “And so we wanted this campaign to help people do that. We wanted to show how life always has challenging moments –which can be big or small– but Headspace can help you through those moments.”
The campaign is anchored in Headspace’s brand mission – to improve the health and happiness of the world – and features :15 second spots that showcase everyday moments in which the app can help. For example, “The Everyday App For Logging Off” highlights how stressful work life can be, but a woman finds peace when she logs off and does a Headspace guided meditation. In, “The Everyday App For Sleeping Like A Baby” a father gets exhausted trying to put a baby to sleep, but finds his own peace of mind playing a Headspace sleepcast to put himself to bed. “We wanted to find some really approachable, everyday scenarios that people could really relate to, and show how we can help,” said Davis.
The effort is aimed at a broader audience, beyond its typical coastal fans. “There’s a huge opportunity, especially coming out of the global pandemic and the mental health crisis in our country in our world, where we can help more people and where we can really reach a broader audience,” explained Davis.
The campaign is running in paid media, social media, web, SEO, OTT and lifecycle marketing.
Headspace offers more than 1,000 hours of mindfulness and meditation content, including meditations, sleepcasts, mindful movement and focus exercises. The idea is to drive more people to try out this content. “This is really about finding ways to make mindfulness and meditation approachable and relatable and really showing how we can seamlessly integrate into people’s daily lives,” added Davis. “We’re really proud of the fact that we found these relatable moments that feel so real and so frustrating, but also sometimes a little bit humorous.”
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