project overview

FIND YOUR FORCE WITH HEADSPACE AND STAR WARS™

On May 4th, the two brands joined forces to launch exclusive content featuring the most iconic characters from the most popular franchise in the world to inspire Star Wars fans & Headspace members alike to come together and prioritize their mental wellbeing.

problem

How might we bring the beloved style of headspace together with the power of Star Wars™ whilst maintaining integrity for both?

hypothesis

I hypothesize that by working closely with all brand creatives and marketing leads we will create a global marketing campaign worthy of fans engagement.

success looks like

Drive Star Wars fans to the app to engage with the new content, ultimately driving sign-ups

requirements

Create a global marketing campaign to support the launch of Star Wars™ content in the Headspace app:

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Key art: Flexibility to live across all channels cohesivelyApp Store: Launch in-app events to drive downloads
Landing Page: Launch for English, French and German audiences
Social: Paid campaign
Lifecycle marketing: email, modals and pushes

my approach

This campaign was released in two phases and each had a large quantity of deliverables. Timing was tight and Lucas Films required 3-5 days for approvals making it imperative to stay in sync with the team.

Sync daily with creative director, design and project manager to ensure we are all on track with deliverables
Collaborate with Creative Director and illustrator on key art and typography
Support in rollout across all channels for English, French, and German

key art

4 pieces were created based on popular Star Wars™ characters. Illustration was done in-house and then picked up by marketing for layout and type.

Yoda

BB8

Chewy

R2-D2

App Store & Google Play

Presence in both iOS and Android Stores was key to success and featured meditation and sleep platforms.

In-App Event: Mediation

In-App Event: Sleep

Social

Paid static ads were created utilizing all key art across TikTok, Instagram, Snap, and Facebook shown here.

Paid social: Yoda™

Paid social: Chewy™

Lifecycle

The lifecycle campaign was strategically crafted to cater to different segments, specifically focusing on meditation and sleep categories. Target audience included free trial users, referrals, paid members, and business-to-business clients, ensuring that each contact was impactful yet minimal. In certain cases, the effectiveness of this campaign was evaluated in by testing against evergreen Headspace messaging.

Push & Modal: Meditation

Push & Modal: Sleep

Email: Meditation

Email: Sleep

web

Web pages were created for the brandsite and landing pages created for English, French and German languages.

results

In-App: The Headspace app saw an average of 72% lift in content starts as a direct result of the Star Wars partnership.
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App Store: In-app events drove in 93% of the total app installs for the month of May. 
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Paid Ads: With messaging that creatively communicated the key benefits of Headspace — stress reduction, better sleep, and improved focus — the Star Wars static ad creative drove a 45% lower cost-per-install compared with Evergreen ad creative.

Lifecycle: Emails, Rich Pushes, and In-app Modals increased content starts and retention of existing users. 
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Web: During the campaign, web saw 36% increase in homepage traffic, and 2.8% lift in conversions. 
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Accolades: Webby Award Nominee 2023: Video, Kids and Family; Animation: Headspace and Star Wars™