This week, we spotlight Christine Hsu Evans. She’s the Chief Marketing and Strategy Officer at Headspace Health.
The two companies together make up a single $3 billion powerhouse offering mental health services.
Ginger, as a standalone company, delivered teletherapy services. And Headspace Health, before the merger, hosted a meditation and mindfulness app.
“The thesis going in was that we had a great culture fit and are very mission-aligned, and, so far, it’s played out,” said Russell Glass, CEO of Headspace Health. “We are excited to bring the promise of the two companies together.”
Now Headspace Health, together with Ginger, offers a full portfolio of mental health care options, including therapy, coaching, meditation, and psychiatric services.
By the end of 2021, the company boasted combined bookings of more than $300 million.
Much of that success is thanks to Christine Hsu Evans.
Christine Hsu Evans Super Bowl Ad
Just this year, Forbes recognized Hsu Evans as one of the 50 most entrepreneurial CMOs in marketing today.
Why? Well, because she faces a unique challenge when it comes to marketing: taking the stigma away from mental health care.
Additionally, Forbes recognized Hsu Evans for creating the company’s first Super Bowl ad. And it starred John Legend.
As if landing a Super Bowl ad wasn’t good enough, the nature of the ad caught a bit of attention as well.
It was titled “Sleep With John Legend.”
Well, at least that’s the YouTube title.
The proper title of the ad is “Love Yourself Like a Legend.” But that’s not as much of an attention-getter as the other one, is it?
Anyway, the ad depicts Legend in his pajamas in front of a fireplace, inviting the viewer to sleep with him.
“Well, not sleep sleep with me,” he says in the ad. “I’m a happily married man.”
Then he held up a smartphone promoting his sleep cast on Headspace.
Yes, a sleepcast is a thing that really exists.
Christine Hsu Evans with Mental Health Marketing
Lest you think the merger of pop culture with mental health care marketing would cease and desist with John Legend, Hsu Evans also relied on other elements from the entertainment industry.
Headspace partnered with Disney/Star Wars to promote its app via social media.
The promotion, titled “Find Your Force,” included a tweet from the official Star Wars feed that reads: “We know the #ObiWanKenobi trailer may have caused… heavy breathing… so we partnered with @headspace to give away 30 days free. Find your Force now: http://headspace.com/starwars.”
The promotion occurred on May 4th.
Get it? “May the 4th be with you.”
And there’s more. The company also reached out to teens via TikTok with a “Headspace Teens Social Media Ambassador Program.”
Here’s how that tweet read: “Teens of TikTok — want to break the stigma around mental health while creating fun and honest content? We’re searching for Ambassadors for our Headspace Teens Social Media Ambassador Program! Visit http://headspace.com/teenambassadors to learn more.”
See what Hsu Evans did there? She’s creating brand evangelists.
Wrapping it Up
Millions of people all over the world face mental health issues.
And they face a variety of illnesses. Some have addictions, others have phobias, and still, others face depression.
It’s nothing to be ashamed of. Those are all sicknesses that require professional treatment.
But reaching that market (and I’m reluctant to use the word “market” when it comes to this subject) can be a challenge.
Fortunately, Christine Hsu Evans has risen to that challenge. She’s showed that she knows how to reach her target audience.
But more importantly, she’s helped people.
And that’s a success any way you look at it.