On March 27th, we entered a year-long partnership with the National Park Foundation, to launch a captivating collection of mindfulness and meditation content highlighting the world's most iconic parks. To underscore our commitment to the cause of preserving these natural treasures, Headspace also donated $150,000 to help support the organization’s mission to protect and preserve America’s parks for present and future generations.
The "National Park Collection" is designed to meet nature lovers who may not be ready to meditate, but are looking to commit to a healthy habit with accessible and engaging science-backed content. Our campaign has four quarterly roll outs highlighting iconic parks across the U.S. tailored to help members meditate and unwind against the backdrop of celebrated natural wonders. Whether it's falling asleep under the starry desert sky of Joshua Tree, daydreaming amidst the majestic granite peaks and sun-kissed meadows of Yosemite, or drifting off in the company of Zion's awe-inspiring rust-colored cliffs, our content is crafted to help our members re-discover their relationship with the outdoors and live healthier and happier lives.
Recent member studies have shown that nature and the outdoors continue to play a key role in our members’ lives. Our internal data shows that more than half of our D2C members believe going on walks helps relieve stress and spending time in nature is important for their wellbeing. Research also shows that nature and the outdoors have a positive impact on one’s overall mental health. Hospitals across the US have implemented programs prescribing the outdoors to help patients deal with anxiety and stress. Knowing this we wanted to meet our members need states by helping them achieve healthy habits with accessible, science-backed content. Our messaging highlights the benefits of nature and its proven ability in reducing levels of stress, improving general mood, and aiding in well-being. We executed a holistic marketing campaign that prioritized key markets in the US and UK, and set goals centered around content engagement and brand awareness. Our marketing team leveraged press, social, lifecycle marketing, and ASO with key messaging and visuals capturing the awe-inspiring feeling of visiting the world’s most iconic landscapes.
This partnership was the second best performing content partnership in Headspace’s history, showing us the value of marrying impactful customer insights with exceptional creative execution to serve a customer need. Our quarterly bundles have reached extremely impressive results, driving the second highest amount of in-app engagement to date. Our performance proves that our collection is breaking through our oldest, most habit forming content pieces. To date, our 'Peaceful Yosemite' sleepcast sits within the top 5 most played sleepcasts ever to be published in our app and 'Nature Meets Mindfulness' sits within our top 10 played videos within the app. Our National Park Collection is breaking through the noise within our library and is showing that it is engaging and relevant to our members.
Executing a holistic marketing plan for National Park Foundation also proved to be impactful in driving steady engagement throughout the partnership. Lifecycle marketing and organic social were the strongest levers for driving engagement and increasing brand awareness around the collection. Our event starts and daily active users were at their highest within the first week of launch due to modals, push notifications, and standalone emails. Additionally, we secured top tier coverage in USA Today and MediaPost for launch and despite the partnership having majority US relevance, we secured successful UK regional coverage surrounding National Walking Day.