Simple Habit:
“Mindfulness in Five” Campaign

Objective: Position Simple Habit as the meditation app for urban professionals. Drive user acquisition of the app with the “Young Professionals” and “Corporate Employees” segments who are beginning their careers and would benefit from meditation to improve their work-life balance and overall well-being respectively.

Insight: Since the Pandemic and the decline in mental health stigmatization, the meditation app landscape has become crowded. Consumers are increasingly confused over which apps to choose from, as new and existing meditation apps face the challenge of standing out and proving their unique value to users. Existing consumers of Simple Habit associate the brand with its 5-minute, streamlined meditations, but prospects are less clear on what sets the brand apart from market leaders Headspace and Calm.

Strategy: Launch a series of ads that position Simple Habit as the go-to meditation app that is best-suited to fitting into the hectic lifestyles of urban professionals. The campaign will focus on the benefits that the user-friendly interface and short meditation sessions offer the segments. Imagery will illustrate professionals finding moments to meditate in corporate settings along with copy that strikingly contrasts office jargon with trending meditation terms.