As Creative Lead my goal was to increase downloads, raise awareness and increase engagement of the app. My strategy was to realigned and refine their existing social strategy with my KPI’s. The priority was to add value to the follower and potential user by creating useful, empowering and uplifting content.

The approach to social had initially been reactive and took up a lot of time to respond to the zeitgeist. I outlined a quarterly content schedule to cover key moments in the mental health calendar, season and larger conversation around covid. This allowed us to define our brand by refining the topics we do and don’t talk about. Instead of responding to everything we could define a topic and go deeper. With this plan in place we were able to be part of a bigger conversation, still be current and think ahead of the curve.

Initially, Clementine had been reposting other influencers content. I implemented an ‘only original’ content rule. Some of my most successful tactics included; briefing hypnotherapy content creators to collaborate with the brand, repurposing existing content from hypnotherapy sessions into bite-size content and starting new conversations to engage with the audience. 

As the majority of content had been repurposed our shop window lacked branding. I wanted to celebrate our visual identity by applying it to all assets. This made us identifiable, consistent and therefore built trust to get people to download the app. 

The concept for the shoot was ‘Empower your day’. We shot models using the app as part of their daily routine, helping them stay focused, calm, energised and motivated throughout the day.

I worked with the photographer on look and feel, directed models, styled their wardrobe and prepared sets. We found the sleep creative outperformed the other themes, signally to us the importance for more sleep content to be featured in-app and in our social strategy.

I find paid advertising to be my highest priority when working with start-ups. It’s an opportunity to understand new and existing audiences, test creative and push the brand to the limits. We also get the most efficient conversion on resources as time and money spent directly builds the user base of the app. 

The first round of feedback from the paid advertising testing showed a clear narrative for animations helped improve conversions. We followed our tried and tested format of: Addressing the customer’s core need, our solution, a link to the appropriate session, a quote from customer feedback and a clear call to action. This method has proven to be very successful at increasing click-throughs and app downloads.

I took Clementine’s existing illustration style and created new characters and environments then used animation to bring them to life.

Clementine’s outdoor campaign used mantras from the app as positive and uplifting motivations for commuters. We created two options (one creative with swearing and the other without) either way an opportunity to make press and create brand awareness with Clementine’s uniquely sassy tone of voice.

As a brand ambassador, I took on projects outside of my immediate remit. I enjoyed leading our email marketing strategy, conducting competitor research and creating a series of emails to get users to sign up for our Premium offering.

I collaborated with our Marketing and UX leads to ensure we were heroing key product benefits and creating a consistent narrative throughout our user journey.