/ Lifestyle
Evaluating Campaign Performance and Future Opportunity Areas
The Challenge
A well-known mental health and mindfulness app sought to evaluate its current campaign performance, the impact on brand health metrics and implications for future campaigns.
Path Forward
Through qualitative focus groups and a quantitative campaign assessment survey, Egg was able to illuminate the current mental health and mindfulness landscape. These insights helped frame respondent’s reactions to the campaign and interpret the rating of key metrics including believability, relatability, uniqueness, inclusivity, and education. Our team then identified opportunities areas for future creative work, ranging from short-term evolutions to long-term future creative campaign directions.
Impact
We delivered rich insights that highlighted key opportunity areas and strategic recommendations for the brand to refocus its approach to innovation and communication to better deliver on the needs of this newly expanded view of its target consumer. The work has since been heralded by the client team and its agency partners a crucial piece for the brand’s path forward.