Thinking Ahead: Boosting Brand Engagement and Awareness for Mental Health
How the right marketing campaign made a difference for McKnight Brain Research Foundation.
CLIENT
McKnight Brain Research Foundation (MBRF), the nation’s only private foundation dedicated exclusively to discovering the mysteries of the aging brain.
Challenge
Mental Health Awareness Month is a pivotal time for bringing attention to the struggles millions of people face. For MBRF, it’s also an opportunity to shine a spotlight on a critical but often overlooked issue: aging cognitive health. Select to copy
In a space where countless organizations compete for attention, McKnight didn’t just want to participate in the conversation; they wanted to lead it. To achieve this, they needed a campaign that would stand out and position MBRF as a trusted leader in cognitive health advocacy.
Targeted Outcomes
Establish McKnight as a leader in aging brain health by leveraging digital strategies to engage the mental health community and increase website sessions, demonstrating stronger awareness and trust in the foundation.
Spark meaningful conversations during Mental Health Awareness Month by creating and distributing targeted content that boosts awareness and fosters discussions around aging brain health, aiming to drive an increase in email subscriptions.
Engage the community by developing educational content, running strategic social and paid media campaigns, and inspiring action to support cognitive health awareness, as measured by increased engagement with video content.
We collaborated closely with the McKnight team to understand audience behavior, create impactful content, and strategically disseminate it through various digital platforms, including:
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 that were 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.
IMPACT
The campaign positioned McKnight Brain Research Foundation as a leading voice in the conversation around aging brain health.
+417%
increase in email subscriptions
+33%
view-through rate on video content
+7,803%
surge in website sessions
The WOW Factor!
Driven by potent strategies and compelling content, Whereoware spiked brand engagement metrics and sparked meaningful conversation around Mental Health Awareness Month.
