BetterHelp
The Check-In
2025 / Creators / Long Form / Always-On
A three-creator series built around honest conversation, placed inside long-form gaming content where audiences already sit still for forty minutes at a time.
Results
- Combined views
- 1.9M
- Engagement rate
- 7.2%
- Landing page clicks
- 34.8K
- Creators
- 3
Reported at campaign close
The brief
BetterHelp wanted to reach adults in their twenties and thirties without the tonal shift that usually gives a mental health message away. The ask was for placements that sounded like the creator rather than the brand, in formats long enough to carry a thought all the way through.
What we did
We matched three long-form creators whose audiences stay for the whole video, then built a shared structure rather than a shared script: a short, unhurried aside partway through the edit where each creator talks about their own routine for switching off. Nobody was asked to disclose more than they wanted to, and every draft went through a wellbeing read before it was cut.
The result
The segments were the most-clipped part of each video, and comment sentiment stayed positive across all three channels. BetterHelp moved the series from a one-off test to a rolling always-on placement across the following two quarters.
Talent involved
The creators on this campaign
From the campaign
On Instagram
Posts published by the creators during the campaign, shown here straight from Instagram rather than re-uploaded.
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