The following demonstrates how technically integrated creative helped shape the successful delivery of the Flordis KeenMind campaign.

Overview

Generally, Australians understand the value of maintaining physical health. However, when it comes to the mind and cognitive faculties, it is an area that is much less understood and surprisingly less valued.

Working in partnership with SFI (Flordis) Deepend helped raise awareness of cognitive health and promote their natural health product KeenMind through an integrated campaign and explore broadly how we might make people more open to understanding and engaging with mental health and cognitive health supplements.

To do this, we needed to shine a spotlight on our minds’ daily activity, and how we can all help improve alertness, concentration, memory, and learning retention. The goal was to demonstrate the momentum of the mind in real time without alienating audiences in tech data and scientific jargon. It needed to be visual, creative and immediately informative.

Our research showed that when considering the ‘need state,’ age was not the leading indicator of purchase and that all competitor products were delivering a scientific/functional benefit message – leaving a white space for us to play in i.e. the everyday. The research also revealed 78% of the population believed they were not tapping into the full potential of their mind daily which also led us to expand the opportunity space to a broader demographic that would not have immediately have been considered.

Deepend developed the ‘Love Your Mind’ platform to shift the conversation from product functionality to the emotional value of cognitive wellbeing.

The campaign combined creative technology, consumer insight and targeted media, using live EEG data to turn brain activity into personalised visual art that could be experienced, shared and amplified across paid, owned and earned channels.

What We Delivered

• Consumer and category research
• ‘Love Your Mind’ creative platform
• EEG-based Brain Art activation
• KeenMind Brain Art Software (KeMBAS)
• Paid, owned and earned media campaign
• Audience segmentation based on lifestyle behaviours
• AdWords, Facebook, YouTube and Outbrain campaign assets
• Sequential message retargeting
• Media one-on-one experiential interviews
• Creative technology and live data visualisation

Impact

• 79% increase in KeenMind sales during the campaign period
• 5 million people reached, equal to 95% of the campaign target
• Campaign outperformed previous activity with a 30% smaller budget
• Earned media exposure included TODAY
• The campaign created a more emotionally distinctive position for KeenMind in the cognitive health category

Problem & Insight

Deepend’s research showed a gap between consumer interest in general wellbeing and understanding of cognitive health.

Competitors were concentrated around scientific and functional benefit messaging, while the research suggested broader lifestyle-based motivations could create a more accessible entry point to the category.

Strategy & Experience Design

The ‘Love Your Mind’ platform was designed to make cognitive health feel positive, relatable and emotionally engaging.

Rather than presenting abstract data, the experience converted live brain activity into unique visual artwork, giving people a tangible and memorable way to connect with the idea of brain fitness.

Technology & Delivery

Deepend used EEG headset technology and created the KeenMind Brain Art Software, or KeMBAS, to observe, analyse and visualise live brain activity.

The software interpreted the changing EEG data as a unique visual ‘fingerprint’ and calibrated the artwork to the participant’s mental state, turning complex cognitive data into an immediate creative experience.

Media & Optimisation

Campaign assets were distributed across AdWords, Facebook, YouTube and Outbrain, with targeting based on three key lifestyle audiences rather than age alone.

Sequential retargeting introduced progressively deeper information about KeenMind and its benefits, while experiential media interviews helped extend the activation into earned media.

Results

The campaign delivered a 79% increase in KeenMind sales and reached 5 million people, representing 95% of the stated campaign target.

It also outperformed previous campaign activity despite operating with a budget 30% smaller, demonstrating the value of combining focused consumer insight, distinctive creative technology and targeted media.

Frequently Asked Questions

What was the Flordis KeenMind ‘Love Your Mind’ campaign?

‘Love Your Mind’ was an integrated campaign created by Deepend for Flordis Natural Medicines to make cognitive health more engaging and promote KeenMind through emotional storytelling, creative technology and targeted media.

What results did the Flordis KeenMind campaign achieve?

The live case study reports a 79% increase in KeenMind sales, reach of 5 million people or 95% of the campaign target, and performance above previous campaign activity despite a 30% smaller budget.

How did EEG technology feature in the KeenMind campaign?

Deepend used EEG headset technology to capture live brain activity and created the KeenMind Brain Art Software, which translated that data into personalised visual artwork representing each participant’s mental activity.

What consumer insight shaped the ‘Love Your Mind’ strategy?

Research found that age was not the leading indicator of purchase need and that 78% of the population believed they were not tapping into the full potential of their mind each day. This helped broaden the campaign beyond an age-led audience.

Which media channels were used for the KeenMind campaign?

The campaign used assets across AdWords, Facebook, YouTube and Outbrain, supported by sequential message retargeting and earned media activity built around the Brain Art experience.