The Ask
The BetterHelp team asked us to develop a brand platform that will improve their reputation and connect with young Americans.
The Approach
We use data analytics to uncover where BetterHelp’s problem lies through an earned journey methodology, assessing a brand's real-time position in social/earned conversations.
Conversation (Awareness): Are people talking about your brand? Are you part of the conversation?
Using social and media monitoring platforms, we write custom queries to pull every mention of the brand and its competitors. These mentions are tiered by the influence of the outlet/person mentioning your brand, with each tier carrying a different weight:
Mentions (3%)/Tier 1 Reach (8%)/Tier 1 Mentions(8%)/Share of Reach (5%)/ Tier 1 Share of Reach (10%)/ Relevant Reach (5%), Relevant Mentions(5%), Tier 1 Relevant Reach(10%), Tier 1 Relevant mentions(10%), Unique Influencers (3%), Tier 1 Unique Influencers (7%), Tier 1 Unique Sites (7%), Media Coverage (10%)
Consideration: Do customers know how the brand differentiates itself from competitors?
We delve deeper to see if people are engaging with the brand. We analyze shares of voice/engagement, social consideration mentions, social consideration engagements, relevant engagements, relevant mentions, google trends, and a number of other metrics. (Happy to walk through the metrics on a call)
Affinity: Do people love the brand?
This metric is crucial as it reveals how people feel about your brand. We use a custom sentiment analysis methodology to accurately identify terms that show the highest level of affinity towards the brand. (Happy to walk through the metrics on a call)
Action: Do prospective customers intend to buy your product?
We analyze total search traffic, organic and paid keywords, search visits, app downloads, website visits, unique visitors, bounce rate, and other factors to gauge interest and intent.
Advocacy: Do existing customers recommend you?
We use custom sentiment analysis to assess unique advocate mentions and engagements (social/media), tiered by influence, to measure the level of recommendation and support.
What we found through our analytical approach:
BetterHelp didn’t have a conversation, consideration, or purchase problem. They lead in all categories, but they had a problem with affinity which gave us a clear problem to solve, we didn’t need to win people’s minds, but we needed to win their hearts.
We conducted a survey using Ypulse to uncover the human problem behind the business problem:
The Cultural Truth:
Mental health is now recognized as an essential aspect of overall health.
86% of 13–39-year-olds agree that taking care of your mental health
is just as important as taking care of your physical health.
Despite this, going to therapy is still seen as a weakness.
1 in 3 adults say they put off seeking mental health care because they are worried what others will think of them.
9 in 10 people with a mental health condition experience stigma and discrimination.
Consumer Truth:
Music, exercise, video games, & AI bots are things people will try to reduce stress and anxiety before seeking any kind of professional help.
The Strategy
The Power of Help.
Help is a “four-letter word.” - Asking for it scares us, intimidates us, and even increases our anxiety and stress.
“Help” needs a rebrand, and BetterHelp will lead it.
We will set out to “help”, “help”, by removing the stigma that comes with asking for it.
Where others see weakness, we see power.