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Case Study:
Headspace

Track Brand Awareness

Headspace replicated successful brand campaigns to accelerate growth.

CompanY

Headspace is a mindfulness app with the aim to improve the health and happiness of the world. They currently have millions of users in more than 190 countries worldwide. 

Latana is a brand tracking company that uses advanced data science to provide accurate data on brand performance. The platform helps brands get inside the minds of their target audience so they can make better decisions and grow their brand.

Bobby Richardson
Ruth Chadwick
Brand Strategist at Headspace
“Latana have produced a product that is really helpful in analyzing data. It has allowed us to prove the value of brand advertising and given us an understanding of the maturity of our product/brand across different markets”.

The Challenge

Headspace needed a way to get ahead of the competition. They were predominantly focused on performance marketing in the past but began to introduce brand marketing into the mix to get a competitive edge in a crowded and competitive space. Headspace had little experience with brand marketing previously and was wary of wasting large chunks of their marketing budget. They had recently launched various brand campaigns across Germany, France, and Spain but had no way of understanding the impact these brand campaigns were making.

The Solution

Headspace decided that they needed to invest in a tool that would accurately show if their brand campaigns were hitting the mark. Ruth Chadwick, Brand Strategist, spent some time looking into various brand trackers but ultimately chose Latana as she felt it was most suitable for a tech brand.

The Results

Latana’s Brand Tracking and Analytics proved the value of Headspace’s brand advertising. 

Looking at data gathered across Germany in Q1 and Q2 2019, Headspace could see that their campaigns were driving brand awareness. Headspace compared the German data to data from Spain and France where they didn’t do any brand marketing. The comparison showed that although they were reaching their target audience in all three countries, in Spain and France where no brand campaigns were running, there was a significantly smaller lift in brand awareness.

Headspace got confirmation that what they were doing in Germany to accelerate growth was working. They can now replicate the proven campaigns from Germany and accelerate the pace at which they grow in new markets.

Key Findings Using Latana’s Brand Tracking Software: 

- Brand advertising is increasing brand awareness in Germany

- Countries with no brand advertising experienced a significantly smaller lift in brand awareness

- Spain and France require more brand marketing if they want to reach the same levels of brand awareness as Germany

More Testimonials

Through our research, Blinkist can now confidently move ahead knowing that they are reaching the audience they are aiming for. However, the results have also helped Blinkist identify gaps that they were not previously aware of. They now know that their messaging isn’t resonating as well with certain groups, especially in terms of TV advertising, which is still reaching their target audience to some extent. Based off these results, Blinkist has decided that, going forward, they will continue to use Latana to build a picture of its brand awareness in different audience groups, while also producing some new advertising that resonates with the groups that currently have low brand awareness.

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