Balloon is a premium meditation app that stands out in the German market by offering scientifically validated mindfulness exercises with the unique advantage of reimbursement by health insurance providers. The goal of this campaign was to raise awareness through targeted social media ads, ensuring that users understood the benefits of Balloon and were encouraged to proactively ask their doctors about it.
Given the short attention span on social media, the challenge was to deliver a compelling message within just 10–15 seconds. To achieve this, we integrated a mini-meditation experience, prompting users to pause, take a deep breath, and be present—effectively showcasing the app’s impact in real-time.
Behind the Scenes
Role:
Creative Producer, Project Manager
Responsibilities:
Concept development & execution to ensure clarity and engagement.
Client communication & coordination to align messaging with brand goals.
Creative direction for animation, working closely with the animation team to maintain Balloon’s distinctive visual identity.
Core Concept & Goal:
Driving awareness through targeted social media campaigns.
Encouraging users to inquire about Balloon with their doctors.
Delivering a concise yet impactful message in under 15 seconds.
Using mini-meditations to instantly demonstrate the app’s benefits.
Challenges & Solutions:
Strict Corporate Identity (CI) Guidelines: Maintaining creative flexibility while adhering to brand requirements.
Audience Engagement: Overcoming ad fatigue by incorporating interactive, experience-driven content.
Alignment with Healthcare Messaging: Close collaboration with the client ensured the campaign met industry standards and consumer trust.
Unique Selling Points:
Scientifically backed meditation techniques, enhancing credibility.
Health insurance reimbursement, making the app financially accessible.
Distinctive animation style, reinforcing Balloon’s unique branding.
Impact & Reception:
The campaign received strong engagement and positive client feedback.
While no specific metrics are available, the strategic approach successfully positioned Balloon as a leading mindfulness app in Germany.
This project showcases expertise in digital campaign strategy, creative storytelling, and brand-aligned execution, demonstrating how effective content can educate, engage, and drive real-world action within the constraints of strict branding guidelines.
