Celebrities
Deontay Wilder - Mental
Selling an app to chest-thumping bro-dudes was way out of my comfort zone, but I gave it a shot.
For the launch of one of the app’s new features, we worked with Deontay Wilder to build a 60-day “Push-up Protocol”.
While getting footage for the in-app experience, I shot some stills to use for promotion. I won’t be stepping into a boxing ring anytime soon, but it was a cool opportunity to work with my own photography to create promotional material.
Paid Media Creative
Logic
People love viral clips from podcasts. They also love celebrity content when it’s from the heart. We combined the two when we commissioned Logic to film some ads for us in conjunction with the launch of his new show.
Hayley Williams
Our partnership with Hayley Williams proved that celebrity content could sustain media spend beyond what we were getting from influencers. Higher engagement rates on the ad unit, Hayley’s genuine delivery, and the desire for nostalgia amongst millennials caused this creative to scale to seven figures in media spend across Meta properties.
Lewis Howes
Lewis is a longtime podcaster and motivational speaker. BetterHelp’s sponsorship of his podcast consistently generated conversions, so when his team approached us about expanding the partnership it was a no-brainer. We were able to get one of our in-house clinicians on his show and then subsequently use those clips in paid social ads.
Jalen Hurts
You may know Jalen as the quarterback for the Philadelphia Eagles, but BetterHelp knows him as an outspoken advocate for mental health. We took a backseat on this project and let Jalen and his team come up with the script. We’re sure glad we did, because his natural delivery and home-grown recording scaled to over six figures in media spend on Facebook.
Jake Luhrs
Jake isn’t your average rockstar. He’s the lead singer for the band August Burns Red, but he’s usually more proud to talk about his work as the founder of Heartsupport and the owner of a gym in Lancaster, PA. Take a look at the videos he made for us and you’ll see why we worked together for almost three years.
Organic Integrations
Ariana Grande
On World Mental Health Day in 2021, BetterHelp partnered with Ariana Grande to give away over $5 million worth of therapy in the form of one month trials. On the brand side, we were responsible for supplying all creative and messaging. The initial integration’s success led to future partnerships with other talent, including Justin Bieber.
Venus Williams
BetterHelp partnered with Venus Williams, Francis Tiafoe, and Taylor Fritz to promote an offer for a free month of therapy. With limited supplied resources, we created the assets you see here for the players to post.
