How Latana Helped Headspace Measure Brand Awareness & Achieve Growth

By Cory Maki Cory Maki has been verified by Muck Rack's editorial team
Published on June 13, 2022

Brand awareness is an essential ingredient to any company’s success. Just think — how can your brand grow if consumers aren’t aware of what it is or what it does?

However, while improving brand awareness is a tall order that requires a great deal of time, budget, and effort — it’s perhaps even more difficult to accurately measure your brand awareness.

And measuring your brand awareness levels matters. After all, what’s the point in working to improve your brand awareness if you aren’t tracking your progress and identifying what works and what doesn’t?

In 2022, one of the most effective ways to track and measure your brand awareness is through the use of brand monitoring software like Latana. But before we take a look at an exciting case study on Headspace — let’s discuss a few more reasons why tracking brand awareness is so integral to brand success.

Why Tracking Brand Awareness Matters

To be fair, brand awareness is a rather vague concept — especially in the numbers-driven world of marketing. Not to mention, for years it’s been a notoriously difficult KPI to accurately measure.

But, no matter how much we’d like to avoid dealing with brand awareness — with today’s oversaturated markets and cutthroat competition, it’s a must for every brand.

And that’s where brand tracking software comes in. Designed to help brands keep track of their performance and better understand consumer perceptions, brand tracking software allows you to make more informed data-driven marketing decisions.

At the end of the day, brand managers need to know if the brand campaigns they’re spending the big bucks on are actually having a positive impact on their target audiences. And with the customer insights that brand tracking software provides, brands can create campaigns that speak directly to their target audiences, address any purchase barriers, and foster long-lasting connections.

Here are just a few of the ways that tracking brand awareness can help brands grow. With brand awareness data, you can:

  • Discover new audiences
  • Measure the success of brand campaigns
  • Track and analyze your brand’s impact
  • Track competitors’ performance
  • And more…

Now, to illustrate how a tool like Latana makes all the difference, let’s consider the following case study on the mega-successful mindfulness app, Headspace.

Headspace Case Study

As one of the world’s leading mindfulness apps, Headspace aims to improve consumers’ lives through its science-backed meditation tools. According to Headspace itself, the app helps users “create life-changing habits to support [their] mental health and find a healthier, happier” version of themselves.

Currently, Headspace has over 70 million users in more than 190 countries around the globe — from the US to Germany to India. But that doesn’t mean the brand’s growth has plateaued. Like all growth-minded brands, Headspace is always working to improve its reach and saturation within its target markets.

So, in 2019, the brand realized that it needed to deal with an issue. See, in the past, Headspace focused almost exclusively on performance marketing — but, now, it was ready to introduce brand marketing into the mix in order to gain a competitive advantage in its crowded industry.

However, Headspace had little experience with brand marketing and was wary of wasting portions of its marketing budget on campaigns that weren’t effective. Case in point — the brand had recently launched brand campaigns across Germany, France, and Spain but had no way of understanding the impact said brand campaigns were having.

That’s when Headspace decided it was time to invest in a solution that could prove whether or not its brand campaigns were hitting the mark. Ruth Chadwick, Headspace’s Brand Strategist, spent some time looking into various brand tracking options — but, ultimately, chose Latana, as she felt it was most suitable for a high-growth tech brand.

So, Latana gathered, treated, and prepared the necessary data — in this case, with a focus on Germany, Spain, and France. By analyzing the data collected across Germany in Q1 and Q2 of 2019, Headspace could see that its campaigns were indeed driving brand awareness.

Next, Headspace compared the data from the German market to data from Spain and France — where they didn’t roll out any brand marketing campaigns. This comparison proved that — although they were reaching their target audience in all three countries — in Spain and France, where no brand campaigns were running, a significantly smaller increase in brand awareness was found.

Example view of the Latana dashboard

Therefore, with the help of Latana’s cutting-edge brand tracking technology, Headspace was able to confirm that launching brand campaigns did indeed have a positive impact on brand awareness.

With this knowledge at hand, the brand could replicate its successful campaigns from Germany and, thus, accelerate the pace at which it was able to grow in new markets going forward.

Thanks to Latana’s findings, Headspace could now move away from a pure performance marketing approach and successfully integrate brand marketing campaigns in an effort to increase brand awareness and penetrate new markets.

Final Thoughts

Of course, there are other methods to measure brand awareness. From utilizing Google Search Console data to tracking social mentions to running DIY surveys — self-starter brand managers can decide what’s best for their company.

The options mentioned above are less involved and, thus, cost less, but the data and insights they provide often aren’t able to stand up to scrutiny — meaning these methods put brand managers at risk for making misinformed decisions and steering their brand in the wrong direction.

So, for those who want to make strategic growth decisions backed by accurate, reliable data, support from expert researchers, and an easy-to-use, intuitive dashboard — then a tool like Latana is the answer.

If you’re interested in learning more, then feel free to book a demo with the Latana sales team today to see if it’s the right fit for your brand.

By Cory Maki Cory Maki has been verified by Muck Rack's editorial team

Cory Maki is a former Staff Editor and the Business Development Manager at Grit Daily.

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