Mindfulness campaign raises six-figures in 6 hours with Otherworldly.

The Memento Morti campaign (2022) wanted to help young adults discover Stoic philosophy for the first time. The campaign’s goal was to assess interest in its chosen market, using real market feedback to plan for a long-term product roadmap.

Up against established brands, the campaign had the challenge of engaging a saturated personal development market at a time when markets were already contracting, and sales were down across the industry. With a product that only costed $40, we needed strong sales volume to make the campaign effective.

We divided their campaign prep into three categories for implementation:

1. Have a plan before you go to market

In order for production to be effective, we needed everyone on the campaign to understand who the target market is, how they tick, what they want, how they most enjoy receiving it, and how that influences production at each stage of the campaign lifecycle.

Using our strategy product, all details of campaign awareness were thoroughly understood and detailed before the campaign begun, and each piece of creative needed was clearly defined, ready for production.

Select members of the target audience were invited to share feedback at the strategic level, which helped influence the strategy and how creative would be produced for maximum impact.

“All eyes were on us: our campaign was in the top 3 worldwide. It was fantastic.”

2. Capture market attention daily on social media

As interesting and pervasive as personal development content was on social media at the time, it was lacking in edutainment (as so many industries are). Specifically, social content was largely a mix of shallow insights, pitches, and platitudes. Competitors weren’t educating through entertainment. They weren’t building personalities for the market to connect with. They weren’t making material for the market to look forward to. And the stats proved it.

In response to this opportunity — and the strategy that identified it — we composed a series of four-tile webcomics that leaned on Stoic concepts, and delivered them in entertaining ways using the campaign’s new character personalities. These nurtured an interest in the target market, and meaningful, excited conversations emerged in the comment sections.

As the campaign was about to start, a video was released, revealing the lead character negotiating the newly developed world, representing the essence of the project, and all in an entertaining way. the video was met with a great reception, receiving over a thousand user interactions in only a short space of time.

The campaign had its target audience interested in learning more about the campaign and the lessons it taught. That led us to the third step:

Give the market something worth clicking on.

The campaign’s attention was directed to an interactive landing page that enabled visitors to ‘explore’ the world they’d been seeing through content. By clicking around an interface that resembled a series of streets and buildings, users could negotiate the world, interacting with familiar characters to uncover more about the campaign’s specifics.

This interface delighted visitors, and enabled them to purchase the campaign’s educational product and learn more about stoicism live together. The campaign ran for roughly six hours in total, and secured a six-figure (USD) win during that time.

The team was delighted to see such sales velocity during that time, with thousands of sales per hour taking place in a highly competitive marketing, and during a distressed economy.