Find Your Force with Headspace and Star Wars™

May the 4th be with you—as it is with us. Headspace and Star Wars joined forces to launch an exclusive content series featuring the most iconic characters from the most popular franchise in the world to inspire Star Wars fans & Headspace members alike to come together and prioritize their mental health.

The overall campaign goal was to drive Star Wars fans to the app to engage with the new content, ultimately driving sign-ups. Disney and Star Wars were great collaborative partners, who gave us the exciting opportunity to take their iconic characters into the Headspace brand illustrative style. A rare thing for a brand as protective of their intellectual property and reputation as Star Wars. The result was like all the greatest collabs, more than the sum of its parts, and lead to two more Webby nods, 4x Viddy Platinum Awards, and 2x Shorty Gold Awards for the incredible work the team made. 

Videos

The Headspace app saw an average of 72% lift in content starts as a direct result of the Star Wars partnership.

Storyboard example

The concept combines the two worlds of Headspace and Star Wars by depicting Chewbacca in a stressful situation, and reaching for Headspace to find relaxation.

Story: We transition from the Find Your Force lockup to inside the Millennium Falcon to find Chewbacca sitting in the cockpit, flying through space. As the super “DARK SIDE” appears,buttons on the dashboard start turning red as the ship goes into hyperspeed, Chewie begins to roar in frustration. Chewie slams his fist on an orange button. “DEEP BREATH”… Chewie takes a deep breath in, Hyperspeed begins to slow, and the buttons begin to return to blues and whites. “LIGHT SIDE”… Chewie exhales as he appears calm and begins to smile. Everything is back to normal, as we transition to the Headspace logo end card.

Paid Media

With messaging that creatively communicated the key benefits of Headspace — stress reduction, better sleep, and improved focus — the Star Wars static ad creative drove a 45% lower cost-per-install compared with Evergreen ad creative.

Home Page Hero

During the campaign, web saw 36% increase in homepage traffic, and 2.8% lift in conversions.

Lifecycle

Emails, Rich Pushes, and In-app Modals increased content starts and retention of existing users.

App Store

In-app events drove in 93% of the total app installs for the month of May.