#MyWellbeing X Coachella for Humanrace
*Images of brand activation were created using ChatGPT
I created the Humanrace #MyWellbeing X Coachella campaign to increase brand awareness and strengthen brand reputation.
Humanrace has a strong reputation, but low brand awareness.
This campaign is envisioned for Humanrace to successfully differentiate itself within the celebrity skincare marketplace by leaning into purposeful branding beyond profits and creating a wellbeing community.
Tactics:
Billboard on I-10 arriving in Indio & on Melrose avenue
Most people who flock to the festival from Los Angeles will take this route. It has become one of the most well-known routes for artists and brands to advertise their attendance at the festival through billboards.
Melrose is known as the hub of streetwear culture. In the #MyWellbeing campaign, our target audience is progressive Gen-Z consumers ages 15 to 29 of all genders who value inclusivity and sustainability. This audience has primary interests in pop culture and creativity (including music, streetwear, and design) and is willing to pay slightly more than average for ethical and high-quality products.
Social Media Challenge:
This social media campaign will encourage existing and potential customers to prioritize their wellbeing and share those moments online. This will assist in positioning Humanrace as a holistic wellbeing brand beyond selling products. #MyWellbeing will be a type of earned media that consumers can post, repost, and view others’ content prior to the music festival brand activation.
Brand Activation:
The idea behind the pop up will be a “wellness lounge” for visitors to cool down. Free samples of the skincare routine pack will be distributed and there will be a bar area staffed with “well tenders” who are actually dermatologists.
*all images created through ChatGPT
My Daily Headspace ~ where your moods find balance
*Images made via Canva
Project Objective:
My Daily Headspace will release a new mood-tracking calendar for users to log their moods. This
will enable them to gain insight into patterns, manage lifestyle choices to prevent or avoid
triggers of negative moods and work toward a better quality of life.
Content includes paid media graphics, OOH ads, and even a podcast sample!
Paid Meda:
Includes graphics posted to Headspace’s social media accounts encouraging followers to engage in quizzes and get them excited about a new feature.
OOH advertisements:
Digital Screen Promotion:
Infographic:
Mindful Moments Podcast:
The Mindful Moments podcast will be hosted by Dana Udall, Chief Clinical Officer of Headspace. Dana is a licensed psychologist with 25 years of experience in the field of mental health. She is an excellent choice to host the Mindful Moments podcast due to her extensive experience, enabling her to offer personal anecdotes and connect with the audience. This episode is completely made up by me and “features” guest Jay Shetty, former monk and lifestyle guru.