Four ACE Awards Later: Celebrating Our BetterHelp Business Campaign Success

June 12th, 2025, will go down as another memorable moment for The Croc. At this year's ACE Awards in New York, we walked away with not one, not two, but four awards – all for our stellar campaign work with BetterHelp Business.

The Winning Formula

Our BetterHelp Business campaign swept across multiple categories, earning recognition that validates our strategic approach and creative execution:

🥇 Creative Effectiveness (Gold) – Proof that great creative drives real business results

🥇 Craft - Photography/Illustration (Gold) – Recognition of our visual storytelling excellence

🥈 Brand to Demand (Silver) – Demonstrating how brand building translates to measurable demand

🥈 Demand Generation Campaign (Silver) – Acknowledgment of our performance-driven approach.

Beyond Beautiful Creative

While we're thrilled about the Craft award recognising our photography and illustration work, what truly excites us is the Creative Effectiveness gold. This award represents the holy grail of marketing – creative work that doesn't just look stunning, but delivers tangible business impact for our clients.

The BetterHelp Business campaign exemplified this philosophy. We didn't just create beautiful visuals; we crafted a strategic narrative that resonated with business leaders while driving concrete results. Every creative decision was informed by data, every visual element served a purpose, and every message was designed to move the needle on key business metrics.

Bridging Brand and Performance

Our silver wins in Brand to Demand and Demand Generation Campaign highlight something we're particularly proud of – the ability to seamlessly blend brand building with performance marketing. Too often, agencies are forced to choose between creating memorable brand experiences or driving immediate results. Our BetterHelp Business work proves you can achieve both simultaneously.

The campaign demonstrated how thoughtful brand positioning can accelerate demand generation efforts, while performance-focused tactics can actually strengthen brand perception when executed strategically. This integrated approach is increasingly crucial in today's fragmented media landscape, where consumers expect consistent, compelling experiences across every touchpoint.

The BetterHelp Business Challenge

Working with BetterHelp Business presented unique opportunities and challenges. Mental health support in the workplace requires sensitivity, authenticity, and a deep understanding of both employee needs and business priorities. Our campaign needed to educate decision-makers about the importance of mental health benefits while demonstrating clear ROI.

The recognition across four distinct categories validates our multi-faceted approach. We created work that was visually compelling enough to win craft recognition, strategically sound enough to drive effectiveness, brand-forward enough to build lasting equity, and performance-oriented enough to generate measurable demand.

Looking Forward

These ACE Awards represent more than individual campaign success – they validate our agency's core belief that the best marketing seamlessly integrates creativity, strategy, and performance. As we celebrate this achievement, we're already applying these learnings to new challenges and opportunities.

The mental health conversation in corporate America is evolving rapidly, and we're proud to have played a role in advancing that dialogue through work that both educates and activates. These awards belong not just to our team, but to our partners at BetterHelp Business who trusted us to tackle such an important challenge.

Gratitude and What's Next

To our incredible team who poured their hearts into this campaign, to BetterHelp Business for being the kind of client who pushes us to do our best work, and to the ACE Awards judges who recognised the value of integrated, effective creative – thank you.

Four awards and one unforgettable night. But more importantly, we've demonstrated that when creativity meets strategy and purpose, magic happens. We can't wait to see where this momentum takes us next.

Check out the Betterhelp Business case study here.