BetterHelp Business

It's frustrating that despite BetterHelp being the world’s largest online mental health provider, many businesses are unaware of the services they offer for employee well-being.

This is especially surprising given the seismic shift in attitudes towards mental health since the pandemic, with 80% of employees reporting deteriorating mental health and 73% expecting their employers to provide support.

The Challenge

Our target audience has suddenly found themselves responsible for providing mental health services as a key employee benefit, forcing HR Directors to become experts in an area traditionally outside their remit. We needed a campaign platform that could make BetterHelp Business famous in the category for providing a more affordable and accessible alternative to the usual high upfront costs and long set-up periods; while also reassuring our HR audience that BetterHelp Business has the depth and breadth of competitors.

Our solution

The awareness campaign highlighted the positive benefits that resonate with those responsible for employee well-being. We leveraged BetterHelp Business's extensive U.S. network, rapid matching process, and category-leading pricing model to demonstrate its superiority in the sector.

Our creative campaign showcased the benefits of BetterHelp Business through compelling vignettes. In doing so, we showed how HR professionals and employee benefits consultants could be the heroes.

Creative platform and visual approach

The creative platform 'Now, that's better!' connected with our audience on both a commercial and emotional level. The platform's reassuring tone and optimistic messaging effectively highlighted the positive impact of BetterHelp Business on employee well-being and company performance.

Our core idea was that everything is better with the world's leading mental health provider. To convey this message, we focused on simple benefits that could positively impact our target audience.

Illustration proved to be the perfect medium for visual storytelling, allowing us to inject humour and empathy into relatable business scenarios. Our bright and vibrant style differentiated our campaign from competitors and captured the positive attitude reflected in our copy.

Omni-channel media performance

To drive awareness of BetterHelp Business's offerings among our target audience, we executed a comprehensive media campaign across key states, consisting of 96 ad formats. This included high-impact awareness bursts through connected TV and OOH in New York, San Francisco, and Boston. This is complemented by other awareness-driving channels including publishers and podcasts, and always on paid digital channels. Additionally, we are developing a second phase with a demand-generation strategy designed to support pipeline development.

This multifaceted approach is the first time BetterHelp Business’s category-disrupting proof points have been articulated at scale. It’s an ongoing campaign, but early signs are extremely positive. To date, 52% more people have seen our ads than forecasted and we have seen a 312% increase in clicks to the site than expected.

Now, that really is Better!