Headspace

The Transformation

From a meditation app

To a platform for mindful living, changing the world’s perspective, one minute at a time

The Challenge

Define a new positioning and platform that would resonate with a broader, more diverse audience, increase engagement and power Headspace’s evolution from meditation app to mindfulness platform.

A first-ever national brand campaign

With the new positioning ‘Changing the world’s perspective one minute at a time’ in place, we partnered with Headspace’s Marketing and Product teams to launch the brand’s first-ever integrated national brand campaign and social impact initiative. The campaign centered around the promise that Headspace will always be there for people who need it most, starting with making the app free for the millions of Americans left unemployed in the wake of the COVID-19 pandemic.

“The campaign went very well. So well that, in fact, we’re expanded The Headspace Promise into additional markets. The initial creative effectiveness scores not only beat industry benchmarks but we’ve already beat our awareness and sentiment targets after 3 weeks of the campaign.”
Caroline Pay, Chief Creative Officer at Headspace

CULTURAL AND SOCIAL IMPACT

The brand action delivered massive social impact and also a huge increase in downloads and brand awareness, overtaking Calm for the first time. And in July 2020, AdAge celebrated Headspace as one of America’s hottest brands – a quantum leap in awareness for a ten-year old brand founded by a Buddhist monk.