The wellness industry is booming—and no, it’s not just the avocado toast crowd driving that growth. With the global wellness economy soaring to $6.3 trillion in 2023 and set to hit nearly $9 trillion by 2028, it’s clear that people are investing in both their physical and mental well-being more than ever before.
Among the rising stars of this sector? Mental health and mindfulness influencers, who are leveraging their personal journeys to foster deeper, more authentic connections with their audiences. And with meditation apps projected to surpass $7 billion by 2029, it’s safe to say the conversation around mental health has never been more mainstream.
One brand getting it right? Maybelline, with their powerful #BraveTogether initiative. By teaming up with tennis icon Naomi Osaka, Maybelline isn’t just selling mascara—they’re breaking down barriers and bringing mental health advocacy to the forefront.
In a world where mental health has too often been pushed to the sidelines, Maybelline’s partnership with Naomi Osaka isn’t just a brand collaboration; it’s a movement. By aligning with an athlete who's not only an icon in her sport but also a vocal advocate for mental health, the brand is giving a platform to a conversation that needs to be had. So you're probably wondering how Maybelline pulled it off.
One thing's for certain, however. This powerful collaboration highlights how brands are increasingly turning to mental health and mindfulness influencers to connect with their audiences on a deeper level. As we dive into the top mental health and mindfulness influencer marketing campaigns, it’s clear that authenticity, advocacy, and genuine connection are the driving forces behind today’s most impactful campaigns.
- 1. Headspace: Finding Inner Peace Through Influencer Partnerships
- 2. Unleashing the Power of Shadow Work: How Influencer Marketing Transformed The Shadow Work Journal
- 3. Breaking the Silence: Michael Phelps & Talkspace's Mental Health Movement
- 4. ASICS' "The Desk Break" – Break the Desk, Not Your Mind
- 5. Maybelline’s "Brave Together": Makeup, Mental Health, and Mission-Driven Influence
- 6. BetterHelp & Popular Pays: A Mindful Move to the Top of Social Media Engagement
- Mental Health & Mindfulness: Innovating for Impact
1. Headspace: Finding Inner Peace Through Influencer Partnerships
Headspace, the beloved meditation app, has taken a mindful approach to influencer marketing, and the results are as calming as a guided meditation. By partnering with mid-tier influencers across health, fitness, and lifestyle sectors, the brand created an authentic narrative that resonated with its target audience—individuals seeking mindfulness, stress relief, and a touch of inner zen in their busy lives.
Let’s dive into how this campaign achieved enlightenment.
Strategic Approach: Mindfulness Meets Marketing
Headspace’s strategy was clear: enhance brand awareness and drive app downloads through genuine influencer storytelling. Rather than bombarding followers with product ads, Headspace’s campaign focused on personal stories.
Influencers shared their experiences with the app, from managing holiday stress to fitting meditation into their hectic routines. This approach made the brand feel more like a trusted friend than a company pushing downloads.
Influencer Power: The Real Talk
Influencers were carefully selected based on their authentic engagement and alignment with Headspace’s values. Among the chosen voices were well-known figures like Diane Medina and Sarah Elizabeth Rocksdale. Each influencer had a strong connection with their audience, which is crucial in a space where authenticity is everything—especially when discussing mental health.
Execution: Finding Balance
Instagram was the platform of choice, offering influencers a space to connect deeply with their audiences. The posts, primarily in-feed, were thoughtfully crafted with long captions, family-centric content, and personal stories of using Headspace to manage stress. Additionally, the chosen influencers, who many of them have YouTube channels, also promoted the app through hyper-focused meditation videos.
The addition of affiliate links provided measurable results by tracking app downloads, offering a clear view of ROI.
Key Results: Calm and Collected Growth
Between Q1 and Q3 of 2020, Headspace achieved an impressive Earned Media Value (EMV) of $6.7 million—a staggering 262% increase from the previous year. That’s not just impressive; it’s downright transformative. The campaign succeeded not just in raising awareness, but in converting followers into loyal app users. With a well-selected group of influencers and a message that felt as natural as breathing, the app’s download rates soared.
2. Unleashing the Power of Shadow Work: How Influencer Marketing Transformed The Shadow Work Journal
When Keila Shaheen’s The Shadow Work Journal launched, it quickly became more than just a self-help tool—it turned into a TikTok sensation, thanks to a brilliantly executed influencer marketing campaign. Here’s the breakdown of how an intentional, influencer-driven strategy transformed this journal into a must-have for millions, and why this campaign is a prime example of how to tap into niche communities with a personal touch.
Campaign Brief and Strategic Approach
The primary mission? To elevate The Shadow Work Journal and boost sales through authentic, peer-driven recommendations. The tactic: leveraging TikTok influencers within the self-help and spiritual wellness communities. These influencers didn’t just slap on a sponsored post—they shared personal, raw testimonials about how the journal had helped them on their own journeys of self-discovery.
- Strategic Focus: Engage with influencers whose audiences align with mental wellness, self-help, and spiritual growth. No cookie-cutter influencers here—just genuine, relatable voices who could speak to the journal's real impact.
- Platform: TikTok, where both short-form video content and strong community engagement reign supreme. These creators posted relatable content, giving followers a peek into their personal experiences with the journal, driving both engagement and conversions.
- Affiliate Links: Creators didn’t just promote; they earned. The addition of affiliate links incentivized influencers, giving them a personal stake in the journal’s success.
Key Results Achieved
The numbers here speak for themselves. The campaign generated over 29,000 videos under the hashtag #shadowworkjournal on TikTok, showcasing the sheer power of user-generated content. Sales soared so high that The Shadow Work Journal even outsold major bestsellers, including Oprah’s own titles. Talk about a mic-drop moment for a self-help book!
#shadowworkjournal
Here’s a fun comparison: think of the TikTok creators as the modern-day word-of-mouth marketers. Gone are the days when influencers were just endorsing brands for the sake of it. This campaign thrived on authentic recommendations that resonated deeply with audiences.
Influencer Selection and Content Resonance
Choosing the right influencers is everything, and this campaign nailed it. Each influencer was hand-picked not just for their follower count, but for their credibility and authenticity in the self-help and spiritual niches. The content that truly took off?
Videos showing personal transformations or starting journaling challenges. It wasn’t just a product pitch; it was a call to action for viewers to explore their own personal growth.
Challenges and Solutions
Every campaign has its hurdles. For this one, ensuring authenticity was key. The solution? Clear guidelines for influencers that kept the brand messaging consistent, but still allowed creators to share their real stories. As for the flood of user-generated content? It was managed through open communication with influencers, keeping the campaign grounded and true to its roots.
3. Breaking the Silence: Michael Phelps & Talkspace's Mental Health Movement
When Michael Phelps, one of the most decorated Olympians in history, takes a dive into a conversation about mental health, you know it’s not just your average campaign. It’s a splash that resonates.
Partnering with Talkspace, Phelps used his personal journey with mental health to help destigmatize therapy and raise awareness about the accessibility of online counseling. The result? A campaign that didn’t just hit the mark — it made waves.
Campaign Strategy: A Dive Into Authenticity
At the core of this campaign was a powerful message: mental health matters.
Phelps’s openness about his own struggles with depression and anxiety allowed the campaign to build a bridge of authenticity, connecting with those who may not have considered therapy as an option before. The strategic move? Authentic storytelling.
And let’s face it — when it comes to mental health, real talk is the best talk. The goal wasn’t just to advertise a service; it was to create a space where people felt empowered to prioritize their well-being without shame.
Influencer Power: The Phelps Effect
You might be thinking, "Of course, Michael Phelps is a great choice for a campaign about mental health!" But it wasn’t just about his gold medals — it was about his vulnerability. His status as a globally recognized athlete who actually talks about his mental health struggles made him the perfect ambassador, especially for male audiences and athletes who might shy away from discussing mental health. It’s like if the cool kid in high school suddenly told you he goes to therapy — that kind of influence.
This wasn’t a one-off Instagram post; it was a full-blown digital and television blitz. Phelps’s message spread across national TV and various social platforms, ensuring it reached a diverse audience, from casual viewers to die-hard followers. If you’re trying to get someone’s attention in 2025, it’s all about being everywhere — and this campaign did just that.
Impact: More Than Just a Talk
There’s no question this campaign shifted the mental health conversation. By normalizing therapy with Phelps’s endorsement, Talkspace saw increased engagement and sign-ups. One thing we do know for certain is that it got people talking — and that’s priceless in the world of influencer marketing.
4. ASICS' "The Desk Break" – Break the Desk, Not Your Mind
In a world where desk jobs are the silent killers of mental and physical well-being, ASICS stepped up with the Desk Break campaign, encouraging employees everywhere to move before their minds move into meltdown mode.
In collaboration with Golin and ahead of World Mental Health Day on October 10, 2024, ASICS aimed to highlight the mental health risks of sitting for too long. Their mission? Make sure employees know when it’s time to get up, stretch, and save their sanity.
Strategic Approach
ASICS stayed true to its "Sound Mind, Sound Body" philosophy by driving home the importance of movement for mental health, especially in office environments. The campaign kicked off with a PSA starring none other than Brian Cox, best known for his role as Logan Roy in Succession. Who better than a stern, no-nonsense boss to tell you that sitting too long will slowly, but surely, kill your productivity and mental peace?
The PSA wasn’t just an ad – it was a public service announcement designed to spread like wildfire across YouTube and social media platforms. The result? Total engagement nirvana.
Influencer-Driven Success
Brian Cox was the campaign's perfect choice. The actor’s authoritative yet deadpan delivery of the message brought a level of humor and relatability that made the campaign not only watchable but shareable. It’s not often you see a fictional boss telling employees to take a break and move around, but Cox’s humorous portrayal resonated deeply with viewers, giving the campaign the kind of viral boost every brand dreams of.
Golin amplified the message through social media and by enlisting workplace influencers. These influencers were primarily selected on LinkedIn due to the platform's strong affiliation with professionals, employees, and KOLs, which proved an essential move according to Alex Wood, Golin's COO.
Strategic Execution
The execution was simple but brilliant. The PSA format was distributed across digital platforms like YouTube and social media, reaching a vast, diverse audience. With over 10 million organic views (77% complete), and 931,000 organic social media engagements, the campaign was a hit.
Metrics don’t lie: a 25% increase in brand association with ASICS' philosophy and a 32% rise in audience willingness to promote the brand is evidence enough that the campaign hit its mark. The campaign also convinced over 60 businesses to adopt the "Desk Break" clause – a solid win for both mental health and ASICS’ brand credibility.
Challenges and Wins
The biggest challenge was making a serious mental health message stick in a world full of viral cat videos and TikToks. But ASICS crushed it by blending humor and authority in a way that felt fresh and engaging. No one wants to be lectured about mental health, but when Logan Roy himself is doing the lecturing with a wink, suddenly, you're listening.
5. Maybelline’s "Brave Together": Makeup, Mental Health, and Mission-Driven Influence
Let’s go back to the campaign we mentioned at the beginning - Maybelline’s "Brave Together" campaign. This campaign was all about building a foundation for mental health advocacy and offering support to those struggling with anxiety and depression.
With a global reach and an authentic approach, the initiative effectively destigmatized mental health issues while providing essential resources to those who need them the most.
Strategic Execution: The Beauty of a Well-Planned Campaign
Maybelline’s objective was crystal clear: leverage its vast platform to create a judgment-free space for conversations around mental health. The collaboration with Nice and Serious, a creative agency known for social-good projects, ensured the campaign would handle sensitive topics with care, authenticity, and above all, respect.
Targeting young adults, particularly Gen Z and Millennials who dominate social media, Maybelline capitalized on influencer-driven content. The choice of influencers was spot-on — trusted figures in the mental health space, including French influencer Anna Decade, Australian gaming personalities, and of course, tennis player Naomi Osaka, resonated deeply with the audience.
Their personal stories, mixed with relatable beauty content, made the mental health conversation feel both accessible and meaningful.
Influencer Magic: Connecting Beauty with Real Talk
In true influencer marketing style, Maybelline didn’t just use influencers — they made them a vital part of the campaign's DNA. From Anna Decade’s Star Academy Make-Up Challenge to Australian gaming influencers confronting abuse in the online gaming world, these partnerships added a layer of authenticity that transformed the campaign from a brand initiative to a cultural moment.
@simonecsaunders Comment below: What was something that a loved one did that you found helpful when you were struggling? 💬💓 — If you or someone you know is experiencing anxiety or depression, Maybelline New York is funding free, confidential support: In the US – Text TOGETHER to 741741 In South Africa - WhatsApp “SADAG” to (087 163 2030) — #BraveTogether #MaybellinePartner @Maybelline NY ♬ original sound - Simone | Therapist🛋️💓
Anna’s personal stories and the gaming content created a safe space for open conversations about mental health, while also offering a judgment-free zone for fans to discuss their own struggles.
What made this campaign stand out, however, wasn’t just the influencers themselves, but how Maybelline brought them into unexpected spaces — like Fortnite. Yes, you heard that right. In Australia, the campaign created a custom Maybelline Fortnite experience and hosted an IRL tournament for female gamers, tackling the unique challenges they face in the online world.
Talk about merging beauty with gaming culture — and doing it with purpose!
Results That Speak for Themselves: Engagement, Reach, and Impact
Let’s talk numbers, shall we? The Brave Together campaign achieved remarkable reach, with France's Star Academy hitting 9.5 million viewers per episode and TikTok’s Australian content snagging 1.2 million views within just 48 hours. The gaming content reached over 100 million people within a week of release, proving that Maybelline didn’t just reach its target audience — it engaged them in a meaningful way.
The community engagement wasn’t just a vanity metric either. The campaign sparked real conversations about mental health, breaking down barriers and encouraging people to seek support.
6. BetterHelp & Popular Pays: A Mindful Move to the Top of Social Media Engagement
When it comes to mental health, the right message delivered through the right channels can be life-changing. That’s exactly what BetterHelp achieved in their recent campaign, thanks to a strategic partnership with Popular Pays. The goal? To scale influencer-generated content and expand brand visibility on Facebook and Instagram.
Spoiler alert: Mission accomplished, and then some.
Strategic Approach: Efficiency Meets Authenticity
BetterHelp’s collaboration with Popular Pays was all about streamlining influencer content creation while maintaining authenticity. By enabling influencers to apply directly to work with them, BetterHelp made influencer partnerships more efficient than ever before.
Influencers were not just handpicked; they were selected based on their ability to genuinely connect with diverse audience segments, ranging from mental health advocates to fitness fanatics. This diversified approach allowed BetterHelp's message of accessible mental health services to resonate across various niches.
The beauty of the campaign lay in the strategic deployment of content. With Popular Pays’ platform managing everything from influencer partnerships to performance metrics, BetterHelp could focus on what truly matters—ensuring that the content was impactful and the brand messaging stayed true. Think of it as a high-speed, cross-country road trip with a trusty GPS guiding every turn.
Influencer Power: Connecting Through Real Stories
BetterHelp's choice of influencers was one of their most strategic moves. By bringing in voices from entertainment, science, and fitness, they tapped into audiences that may not have otherwise considered mental health services.
These influencers did more than just promote BetterHelp; they shared personal stories and authentic testimonials about their experiences. It’s one thing to see an ad; it’s another to hear someone you admire speak honestly about their mental health journey. The result? Engagement rates that skyrocketed.
The Numbers Don’t Lie: Big Wins Across the Board
And what about the numbers? Well, the campaign didn’t just hit the mark—it knocked it out of the park.
- A 170% increase in click-through rates meant that the content wasn’t just being seen; it was getting engaged with.
- Instagram ad placements grew by 30%, putting BetterHelp in front of a fresh, engaged audience.
- The cherry on top? An 8.7% improvement in cost per acquisition, proving that the campaign was not only effective but also cost-efficient.
These results were a clear win, demonstrating that influencer marketing, when executed strategically, doesn’t just build awareness—it drives real, measurable growth.
Mental Health & Mindfulness: Innovating for Impact
The key to success across these campaigns lies in authenticity and strategic influencer partnerships. Mental health and wellness brands thrive when they connect emotionally with their audiences, whether through personal stories, innovative content, or niche communities.
As industry trends lean toward mindfulness, mental wellness, and AR integration, brands should continue to experiment with new tools. Collaborating with influencers who embody your brand values will drive genuine engagement and lasting impact.
