HEADSPACE GEN-AI
CLIENT
Headspace
TYPE OF CLIENT
Mental Health & Wellness
CATEGORY
Generative Ai, Advantage+ Ad Campaigns
BRIEF
Generate a campaign that delivers hyper-relevant, individualized experiences to diverse audiences at scale during the peak season of holidays and New Years.
WHAT OUR TEAM DID
Generative AI played a key role in producing a modular ad campaign with an output of 460 static and motion ad assets in under two weeks using Monks.Flow, a proprietary versioning software.
Creative assets were tailored to address 20 specific use cases derived from persona research, pairing seasonal emotional challenges with targeted Headspace resources. These assets featured AI-generated background images, branded illustrations, and product interface imagery, all customized to meet individual users' needs.
RESULT
Users who saw the AI-assisted campaign via Advantage+ converted to a signup at a rate 62% higher than Headspace’s other Advantage+ traffic. Notable performance metrics at a glance:
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62% Higher CVR compared to the control group
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13% Better Cost-Per-Signup than the control campaign
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14% CPC improvement through in-flight optimizations
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13% Increase in Signups versus the control campaign
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67% reduction in production time
Thanks to these results and innovative practices, the campaign was awarded:
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The Drum Awards: Gold, Ai Category
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Digiday: Award for Best Use of Ai
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2025 Meta Agency Award: Best Use of Ai Winner
