brand: SoulPancake
The Beautiful Mind
campaign strategy | social strategy | content strategy | global campaign | integrated marketing| regional expansion | agency management | paid media
We worked with SoulPancake—the Participant Media–owned, multiplatform studio and production company founded by Rainn Wilson—to ideate, develop, and produce a tentpole brand campaign designed to drive audience growth, awareness, and revenue opportunities. The Beautiful Mind was a month-long, 360-degree campaign aligned with Mental Health Awareness Month. Featuring a mix of original video content, custom social media programming, celebrity and creator integrations, and live event activations, the campaign offered a deep dive into mental health and wellness.
in the US, nearly one in five adults experience a mental health condition during their life.
* National Alliance on Mental Illness
Using a mix of first- and third-party data, as well as social listening, we discovered that SoulPancake over-indexed on content related to mental health. In the 12 months prior to the campaign, mental health content generated over 10 million views, and audiences watched more than 13 million minutes. SoulPancake also saw a 52% higher emotional reaction rate for this content, identifying it as an ownable space for the brand.
The 360-degree campaign engaged both B2B and B2C levers, combining original short-form and long-form video content, custom social media, talent and creator integration, email marketing, event and experiential activation, and strategic partnership
Creator Takeovers | Weekly Email Series | Experiential Activation | Original Short-Film | Weekly Digital Series | Custom Social Media | #MentalHealthMonday
The Mental Health Awareness Month campaign concluded with the announcement and teaser for Laughing Matters (previously titled It’s Not That Funny) and an in-person event that brought an audience of over 250 people together at the Hammer Museum in Los Angeles for a morning of conversation and connection. The event, hosted by comedian Ron Funches, centered mental health in conversations about work, masculinity, parenting, and media actors Romany Malco, Brooke Burke, Felicia Day, Kendrick Sampson, and Christopher Wood, with comedian Amanda Seales, mental health experts Dr. Alfiee Breland-Noble and Dr. Habib Sadeghi, and more. The day also included comedy from Morgan Murphy, an acoustic set from Lilly Kershaw, and a wellness area replete with gourmet breakfast and massage stations.
Four Conversations About One Thing
experiential activation
20
talent + creator partnerships
250+
event attendees
4M+
organic social impressions
campaign highlights
10 MILLION+
cross-platform video views
250 MILLION+
campaign impressions
22 PERCENT
engagement rate
125K
new followers