Headspace: Reword

This case study shows how Headspace, a meditation app, successfully launched an app that helped children understand the power of emotional bullying when texting, in Australia.

Advertiser: HeadspaceAgency: Leo Burnett MelbourneCountry: Australia

Objectives

The long-term aim, in line with the purpose of making online communications safer and more positive, was to effect real change in online behaviour.

We could measure impact by tracking reduction in bullying behaviour.

To set our goal, we used as a benchmark the average result achieved by award-winning behaviour change campaigns targeting Australian youth1.

Communication Objective

Achieve 10% reduction in bullying behaviour per user (those who have installed the tool)

Strategy

Market Context

Technology has made online bullying nearly impossible to escape

Bullying has moved...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands