Technology and social media channels have given wellness businesses the keys to unlocking better wellbeing for an increasingly anxious and burnt-out audience.
Whether you are considering promoting a new corporate wellness program or need to acquire XYZ number of new customers for your nutrition or fitness business, it’s essential to understand which wellness marketing ideas will provide the most value to both your brand and your target audience. With countless tactics and social media platforms to utilise, it can be overwhelming trying to decipher which marketing strategy will maximise your return on investment.
Here’s a great example of some brands changing perceptions and educating the market through effective wellbeing and audience-centric campaigns:
Maybelline New York – Brave Together
A commitment to destigmatise anxiety and depression and provide support to those living with these illnesses.
THE MESSAGE – Providing the tools, resources, and access to mental health experts on how to spot anxiety and depression as well as practicing healthy self-care.
THE RESULT – A community filled with stories and real talk around the issues and challenges for those brave individuals living with anxiety or depression.
Samsung – The Backup Memory
Alzheimer’s is hard for patients, caregivers, and family members alike. It can be difficult to constantly try and get a loved one to recognise you.
THE MESSAGE –
Be able to provide those with Alzheimer’s with the information they need (whether it’s a name, photos, or other memories) to recognise a visitor.
THE RESULT –
Samsung created The Backup Memory app which identifies a person nearby who is also running the app and provides their name, photos, and other content to help the person remember.
Virgin Pulse – Changing Lives for Good
Wellness campaigns and initiatives are a key deciding factor for many job applicants and 87% of employees expect support from employers in achieving work-life balance.
THE MESSAGE –
Employees who embrace wellness initiatives typically have better workplace outcomes, and wellness investments return a 6:1 ROI and lower missed days of work.
THE RESULTS –
Virgin Pulse, “the world’s leading digital-first health and wellbeing company,” provides a hub of combined experience for employees that unifies all aspects of health on one platform.
Young Minds – Wise Up
Young Minds is a charitable organisation that offers mental health support for young people in the UK. Their campaign, ‘Wise Up’ was spurred by findings on mental health in schools. For example, Young Minds found that in the last 5 years, 90% of school leavers have reported an increase in the number of students experiencing anxiety, stress, low mood or depression.
Young Minds’ campaign focuses on increasing awareness of mental health issues in schools. The ad campaign demonstrates the imbalance between schools’ prioritisation of academic achievement versus mental health care. Its campaign sought to encourage schools to put funding towards mental wellbeing initiatives.
THE RESULTS – It identified triggers (from exam pressure to bullying) and delivered a campaign with a message that hit home. Since the campaign, the charity delivered an open letter of 10,000 signatures to the Prime Minister and launched a Wise Up report in parliament. Over 40 MPs showed their support. They also entered talks with Ofsted to address what schools can do to support young people’s mental wellbeing.
Monki – All The Feels
Gen Z orientated fashion brand Monki sought to raise awareness about the effects of social media on young people’s health with their 2018 campaign, ‘All The Feels.’ The campaign is part of a wider company initiative to empower young women by raising awareness on topics that affect them, and was achieved in partnership with Mental Health Europe.
THE RESULTS – Gen Z trusts influencers over traditional advertising, so the use of influencers – speaking in their own words, and calling on their own personal experiences – resonated with Monki’s audience. Monki supplemented their mental health social media post with the caption, “tag someone who brightens your day on social media”, encouraging their audience to spread positivity and messages of support online.
Maltesers – Using the power of shared laughter to build more resilience
Maltesers created the #TheMassiveOvershare campaign in 2021 with the goal of supporting maternal mental health. The brand used billboards to share facts and quotes on the difficulties of motherhood and the new challenges of navigating lockdowns, such as “When I look at my baby I’m filled with love. For my old life” and “7 out of 10 mums experiencing mental illness hide it”.
Strike the right notes with your wellbeing marketing campaigns…
Wellness marketing strategies (implemented correctly) in the digital era — like social media, digital marketing and PR, and content marketing — can help ensure your marketing efforts actually drive business outcomes.
If you are a business looking to drive your welllbeing initiatives, get in touch with our professional team who can advise which strategy and channel would be the most suitable for your needs, via our free initial discovery call!
