Supporting Mental Health in the Workplace
Big Health is a leading provider of digital therapeutics that treat insomnia and anxiety. Through its Sleepio and Daylight apps, employers can offer their employees mental health resources and best practices that help overcome feelings of stress and sleeplessness.
Integrated content marketing strategy and editorial content planning
100+ assets including email newsletters, infographics, social posts, and videos
10% increase in monthly product enrollments
Big Health’s marketing team needed to equip its employer clients with relevant and engaging content to drive enrollments in the Sleepio and Daylight apps. These assets needed to be delivered in a flexible format so that any employer could use them within their own internal communication channels.
While the Big Health team had a solid understanding of what its employer clients needed, they asked us to develop a deeper understanding of the employee mindset to inform creative campaign themes and topics, as well as an enrollment content strategy detailing the user journey and channel tactics.
To better understand our target audience, we conducted focus groups and interviews with current users of the Sleepio and Daylight apps. We sought to understand their experiences managing their mental health symptoms, the challenges they faced with other mental health therapies, and what interested them in Sleepio and Daylight.
Taking this research, we identified the predominant demographic and psychographic traits and developed a set of three target personas. (view more here)
With our personas set, we brainstormed campaign ideas by taking an editorial approach and aligning key topics and trends relevant to insomnia and anxiety by certain seasons of the year. We identified highly relevant topics for each calendar month, such as Sleep Awareness Week, National Safety Month, BIPOC Mental Health Month, and a suite of topics for the holidays. We also developed evergreen topics that provided tips on how to handle moments in life that cause anxiety or sleeplessness, such as starting a new job, getting married and moving to a new city, or welcoming a new addition to the family.
We produced more than 100 different content assets that included infographics, flyers, posters, email newsletters, social media graphics, and videos. After six months of this strategy being implemented and the content distributed to employer clients and across owned channels, we received great news that overall enrollments had increased by an average of 10% each month.
