All Blacks legend and long-time mental health advocate Sir John Kirwan was launching a mental wellbeing app for free for the duration of the COVID-19 pandemic to support Kiwis during the crisis.
Mentemia – which means “my mind” in Italian – was created by Kirwan and tech entrepreneur Adam Clark along with an expert team of medical advisors.
Through practical tips and techniques, the easy to use mobile app helps users take control of their mental health and wellbeing and was specially adapted to help New Zealanders through the pandemic.
To maximise the free public roll out of the app, the BPR team was tasked with securing proactive media coverage of the launch as well as conveying clearly what Mentemia does and how it can help all Kiwis during a challenging and uncertain time.
We worked closely with the Mentemia team to compile a media release to announce the free roll out of the app and convey clearly what it does.
When reaching out to media, the PR team provided different interview angles and content to maximise coverage on the launch day. We also capitalised on John Kirwan’s international profile to secure interviews and coverage overseas.
To ensure sustained media coverage over an extended month-long period we targeted a wide range of mainstream, lifestyle, and special interest media across varying formats, including daytime radio shows and independent blogs like Shit You Should Care About.
The media release included information regarding the tools available within the app such as the “Mood Tracker” that helps to identify what is affecting a person’s mood, and a “Breathing Tool” which has advice on breathing techniques and how these can be used to cope in stressful situations.
In line with widespread media coverage, including TV interviews on Breakfast and The Project and NZ Herald and stuff.co.nz stories, Mentemia was downloaded more than 17,000 times on the first day it was available.
The launch and media exposure also generated more than 40 inquiries from companies around New Zealand wanting to discuss the enterprise version of the app.
Mentemia was the number one trending health and wellbeing app on both the Google Play and App stores for 10 and four days respectively.
The Boyd PR team proactively secured 159 pieces of national and international coverage, including two prime time TV broadcast spots, 121 online pieces, and 10 radio interviews.
With an online readership of 949 million, a circulation of 1.63 million, 4.39 million listeners, a viewership of 848,000, and more than 35,900 social shares, the media coverage helped generate more than 40,000 downloads in the first month of launch.
Ian Bishop, Mentemia VP Marketing –
“I’ve helped launch start-up businesses before, but I’ve never seen a media relations campaign so successfully drive awareness and engagement”
“BPR’s campaign exceeded our expectations. As a result of the significant media coverage we currently have secured 50,000 downloads of the Mentemia app and claimed top spot on the App Store and Google Play”