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Minds For Life

PR, Influencer Marketing Campaign & Social Media Campaign

By Numbers

50,000 +
Shares, Likes, Lives
+ 874 %
Engagements Per Week
+ 200 %
Actions Per Week


Minds for Life is a digital counselling platform which offers easily accessible and discreet digital services for emotional wellbeing coaching and support. It is part of the XenZone group, one of the UK’s largest digital mental health services. In 2018 Jem Bahaijoub was hired by Journalista, the brand’s PR agency, to devise and implement an influencer marketing and social media campaign for Minds for Life.


The campaign’s goals were to drive credibility and social proof of the Minds for Life brand while fueling national media coverage around the key issues identified via influencer outreach.


Hosting and live streaming an influencer panel event around the topic of social media and mental health.

Running a survey among key influencers to generate credible data.

Offering a 3-month free subscription to the Minds for Life app to targeted mental health advocates on Instagram in exchange for social promotion.

A 3-month social media booster campaign to increase social media actions, following and engagement.


The ‘First Listener’ event resulted in a social impact of 50,000 within 24 hours. This included social shares, IG Stories and an IG Live.

Over three months, social media engagement increased by 874% per week, 10,000% in reach, and 220% increase in actions per week.

The First Listener campaign resulted in select consumer coverage in lifestyle media, including Get The Gloss and Book of Man.

Partnerships secured with nationwide female entrepreneurial collective Girl Tribe Gang and the #MentalHealthCollective, a group of 30 macro-influencers united to create a “mental health charter”.

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