Strategy Case Study — Headspace for Work
Helping a wildly popular and rapidly growing B2B and B2B2C brand meet audience needs
The Problem
What happens when a side business explodes in popularity? Our B2C client’s B2B offering was created in response to a desperate market need, and it was so quickly developed that it hadn’t been fully defined.
The Program
Program 11 performed stakeholder interviews, competitive and topic research, and a gap analysis to inform and develop a full brand and content strategy. Our resulting content kits and guides for B2B and B2B2C distribution helped distinguish the B2B offering from its B2C app, and also fully and brilliantly helped our client own its authority and status in an increasingly competitive and noisy space.
We now create mental health awareness campaigns and content for Headspace Health to distribute to employers and other partners (insurers, consultants) offering Headspace as a benefit to their employees and members.
Stephanie Li, Brand Marketing, Headspace
“There continues to be SO much excitement about your work, internally and externally!! Thank you and the team for being such amazing partners! We could have NOT done it without you.”
The results:
Our programs were accountable for 3 out of 4 of the most popular content downloads in 2021.
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“Come Together in Gratitude” campaign
