supporting creator wellbeing
In the lead up to world mental health day, Headspace and Pinterest partnered to support creator wellbeing.
The effort aims to support creators around the world in staying balanced and integrating wellbeing practices into their everyday lives through Headspace’s library of premium mindfulness content from guided meditations, eyes-open exercises like mindful walks and runs, breathing and wind-down exercises, focus music, sleep content and more.
PRESS
Adweek: Pinterest Partners Up With Headspace for World Mental Health Day
Pinterest Newsroom: Pinterest Supports Creator Wellbeing with New Headspace Partnership Ahead of World Mental Health Day
CONTENT
The content team curated a collection that intended to support and inspire creatives. I mocked up the UI screens to demonstrate the offering to this audience.
KEY ART
For the key art, I directed an illustrator to create key art that mimicked the Pinterest platform’s UI, with a blocky, modular feel, that celebrated both brands equally.
Then, I used the key art and expanded upon it in the design of the marketing communications across Email and Web.
user journey
The users demonstrated interest through the Pinterest platform, which led them to a landing page to sign up. I designed the landing page and worked with a copywriter to clearly demonstrate the offering, with call to action up top to improve the chances of conversion.
As the user makes their way through down the page they are fed supporting information about the offer to help them see the value, and end with a CTA that bounces the user back to the “redeem code” section to the page.
LIFECYCLE
When the user signs up, the receive a short series of onboarding emails promoting the “Unlocking Creativity” collection in the headspace app, curating specifically for this audience.
opportunities
The partnership was also leveraged as a way to engage existing users by notifying them of the new content collection via Rich Push and In-app Modal.
the prequel
Prior to this partnership, I helped lay the foundation for a B2B relationship by creating and running Headspace’s organic Pinterest channel.
I created hundreds of posts which acted as compelling “cover art” for our existing .com web articles, and seasonal posts to demonstrate the brand’s relevance throughout the year.
As of 2023, the channel has 13.1k followers and 1M monthly views
My goal was to grow brand awareness, and learn more about what kind of offerings, benefits, and messaging strategies our audiences were interested in, while also educating users about mindfulness by showing up in searches around self-care routines.
Through this, our paid media team were able to get insights into what was resonating with users, and creative briefs for future campaigns were compiled using learnings from our organic Pinterest performance.
