Headspace Marketing Campaign | Fiona Cruickshank

Headspace

Marketing Campaign

Back to school can be a stressful time for students. Ideas of assignments, exams, late nights, and early mornings can become easily overwhelming. A useful tool for these stressful times is Headspace; a mental health and wellness app which offers a premium plan to post secondary students for 85% off the regular price. While the deal sounds amazing, it is not often advertised. In response to this, a Back to School campaign was created for students heading back to school.

Programs Used

Adobe Illustrator
Adobe After Effects
Adobe Photoshop

Overview

The purpose of this project was to design a marketing campaign for Headspace, a leading wellness and mental health app, to promote its discounted annual plan for post-secondary students. Headspace provides guided meditation, mindfulness tools, and other resources aimed at reducing stress and fostering emotional well-being. Their student plan offers an impressive 85% discount on the regular annual subscription; however, this generous offer is not widely advertised and is often only discovered by students who navigate directly to the Headspace website. To address this gap, a creative "Back to School" campaign was developed, specifically targeting post-secondary students during a period of heightened stress.

Project Objectives

Utilize Headspace Branding
Vector Illustration
Advertise Student Discount

Bumper ad

With the everyday use of the internet and the pesky late-night assignments that call for an educational youtube tutorial, this YoutTube bumper ad is a prequel to any video. With an animation of a dropped school bag, it relates to the idea of a student "Unpacking their baggage" with the Headspace app.

Bus Shelter AD

For the students commuting day-in and day-out on public transportation, a bus shelter ad with a scannable QR code would bring students straight to the app store.

Instagram Ad

For the countless hours spent scrolling each night while procrastinating assignments, this YouTube bumper ad motivates users to download the app to make sure that textbooks are the only thing weighing them down this school year.

Billboards

For the long road trips back to campus, highway billboards are for the independent students and their families driving them back to school.