7M impressions
3.5M video views
50% engagement rate
welcome to the wooniverse, a place to tap into creativity, identity and purpose and come up with solutions for real-life problems. this time we've given the keys to jamie flatters
an immersive multi-sensory digital experience reframing mental health through the lens of self love. curated by avatar's jamie flatters, the wooniverse breaks down “toxic masculinity”, the ego and discovers new ways to love ourselves culminating in a digital hypnotherapy experience led by jamie
the campaign was activated via a social first strategy designed to drive engagement with audiences that are not typically served by wellness content through leveraging pop culture and topics that resonate with broader audiences.
“there are quite a lot of clickbaity terms when it comes to dealing with mental health in the current online sphere. i was aware of what woo was doing, and saw an opportunity to impact youth culture with something completely wholesome and positively focused"
