Boosting Brand Engagement for Mental Health Awareness Month
With an innovative digital strategy and creative effort, we amplified the conversation around Mental Health Awareness Month in association with the esteemed McKnight Brain Research Foundation, increasing email signups 400+%.
.svg)
Boosting Brand Engagement for Mental Health Awareness Month
With an innovative digital strategy and creative effort, we amplified the conversation around Mental Health Awareness Month in association with the esteemed McKnight Brain Research Foundation.
Check Out Our Results
Who
Founded in 1999, the McKnight Brain Research Foundation is the nation’s only private foundation dedicated exclusively to discovering the mysteries of the aging brain.
By supporting research and investigation, MBRF works to better understand and alleviate the effects of age-related cognitive decline and memory loss.
The McKnight Brain Research Foundation was challenged to build engagement and amplify conversations around Mental Health Awareness Month within the saturated health landscape.
.png)
An Integrated Digital Strategy
Through comprehensive market research, strategic planning, and creative execution, we embarked on a mission to reshape the MBRF's approach to mental health awareness.
Our strategy was to:
• Educate and engage the public about aging cognitive health
• Build connections with new participants and inspire action within the community
• Establish a strong brand association between McKnight and the larger mental healthcare community
With these goals in mind, we encouraged the organization to adopt a user-centered design strategy to better connect with and engage their audience.
We then developed a comprehensive digital roadmap to guide McKnight's campaign activities.
Campaign Strategy - From Unnoticed to Unmissable
We collaborated closely with the McKnight team to understand audience behavior, create impactful content, and strategically disseminate it through various digital platforms, such as:
- Paid Media: Positioned content placements for amplified visibility.
- Paid Search: Targeted keywords to boost engagement, such as "brain health" and "cognitive decline."
- Display Advertising: Captivating content, drawing in audiences “Retirement Planning” or “Recently Retired”.
- Video Engagement: Engaging videos for a lasting impact.
- Facebook: Content resonating mainly with health-conscious individuals over 40.
- Organic Social Media: Nurturing community engagement through Facebook posts.
- Blog Campaign: Series of articles fostering engagement and education.
- Email Engagement: Increased website traffic through paid media drove email sign-ups.
By integrating unique, engaging content with effective digital campaign strategies, we were able to elevate the conversation around Mental Health Awareness Month, reaching a larger audience and sparking meaningful engagement.
.png)
