Mindfulness for Mums social media campaignClaire Sparksman

June-Aug 2015

An intro to Mindfulness for Mums

• Launched by meditation expert Maggie Richards in 2015

• Aim of the business is to introduce mums-to-be to mindfulness meditation for pregnancy, birth and beyond

• Targeting affluent pregnant women in London

Campaign goals

• To raise brand awareness of Mindfulness for Mums amongst pregnant mums-to-be

• To position the brand as an expert in the field of ante-natal Mindfulness meditation, and to introduce Maggie Richards as an authority in this

space.  

• The brand awareness campaign MiniMeditations was built on the following foundations:• Simplicity: to show how easy it

can be to meditate• Time: to create bite-sized

meditations for tired and busy pregnant women

• The creation of campaign hashtags:• #MiniMeditation• #JustBreathe • #MeTime

• Sharing short (1-3 minute) audio, video & written meditations & tips on Facebook & Twitter

Campaign strategy

• We analysed our audience, selected the optimum platforms and created detailed user personas.

• We segmented our audience and used a mixture of created and curated content to appeal to our audience demographic

• We connected and engaged with Influencers and our audience, and reach and engagement increased

Engaging with the target audience

• Page likes increased by 125%

• Reach increased from 68 to 10,556 per week, + 15,500%

• Engagement increased to 7% overall

• Social media referrals increased by 3,400%

Results: Facebook

• Increasing organic reach is now difficult without using paid advertising. Despite the fledgling company having a tiny number of followers, we increased organic reach:

• This post was seen by 1335 people organically

• Engagement:

• 85 Likes, comments and shares

• 72 post clicks

Results: Facebook organic reach

• We also used Boost Posts and Targeted advertising, which generated successful results:

• This post alone reached 5,164 individuals

• Increased engagement to 57 Likes, comments and shares

• Increased post clicks to 159

Results: Facebook paid advertising

• Followers increased by 71%

• Organic impressions increased from 512 to 23,346 (per week) +4,500%

• Engagement increased by 200% overall

• Weekly Social media referrals increased by 5,500%

Results: Twitter

Results: Social Media feedback and a happy client