Sondermind
Sondermind's start-up mentality for digital and social content brought a high volume of posts but lacked a balance between “redesigner” and “holistic caregiver,” leaving them indistinguishable from its competition. How do we go from a mental wellness brand to a mental health expert and advocate?
THE CHALLENGE.
SonderMind has always believed in disrupting the status quo for mental healthcare but struggled to express that belief to its fullest potential.
Their start-up mentality for digital and social content brought a high volume of posts but lacked a balance between “redesigner” and “holistic caregiver,” leaving them indistinguishable from its competition. How do we go from a mental wellness brand to a mental health expert and advocate?
We sought to develop a content strategy that emphasized the brand’s disruptive aspirations, adopting a tone of voice that reinforced the brand’s redesigner DNA. This was achieved by reevaluating their approach to media and social with a focus on brand-building tactics, and an integrated campaign platform that elevated the brand above its competitors and the mental health industry as a whole.
When in the first five months we executed this strategy in 2021, we converted over 100,000 New Client Requests worth an estimated $37B. Through the This Is Your Brain on Change campaign, SonderMind was able to articulate its purpose and beliefs with a clear, consistent tone of voice, rooted in the customer journey.
The Results.
Social Performance Metrics (as of June 2021):
- Impressions: + 31% YoY
- Engagement: + 26% YoY
- Post link clicks: + 27% YoY
- Social audience gain: + 33% YoY
- 76.47% increase in new client requests from June 2020 to June 2021
- Winner in The Fifty award show
