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Built one of the most loved mental health brands by focussing on relatability & memes instead of mollycoddling. Lowered CAC, commanded higher prices & had some of the best word of mouth growth in a very tough business.
The Goal
To build a mental health brand that stood out from the molly coddling approach taken by all other mental health brands.
The How
Go against the grain & make mental health more relatable by laughing about it.
The What
Became a meme page, choosing to entertain rather than educate. Never promoted our therapy services & ended up getting more users because of that.
Impact
Revolutionized mental health marketing and increased therapy adoption
CAC
lowest in category
10k
organic followers
60
NPS
>100
meme page features