Clear Minds
Context
Clear Minds is a wellbeing app offering audio hypnotherapy to support mental health and personal growth. The product was already strong, but hypnotherapy still carries a degree of scepticism for many people, so curiosity was not turning into belief.
The Challenge
The challenge was not simply about increasing visibility, but about being understood in a way that felt credible and reassuring. Clear Minds needed to grow awareness while navigating a space that people often question, and although they were trying to position hypnotherapy as both accessible and effective, the message was not building the level of confidence needed to encourage action. Content was being produced, but it was not creating a consistent sense of trust or leading to the kind of engagement that moves people closer to making a decision.
The Approach
The starting point was to reconsider how content was being used, with a focus on building understanding before expecting engagement. Rather than concentrating on reach alone, the work centred on real experiences and clear explanations, allowing the audience to engage with the subject in a way that felt grounded and accessible. Storytelling became a central part of this, particularly through testimonials that made the impact of hypnotherapy more tangible and easier to relate to. Alongside this, educational content was developed to address the questions people often have but do not always ask, which helped create a more consistent narrative that the audience could return to and build familiarity with over time.
What We Delivered
Messaging and positioning
We refined how the brand communicated its value so the offer could be understood more clearly and trusted more easily by the right audience.
Story-led content direction
We introduced a testimonial-led approach that brought real experiences to the forefront and grounded the brand in something people could relate to.
Educational content structure
We developed content that explained hypnotherapy in a practical and accessible way, making it easier for the audience to understand how it could support them.
Content production and refinement
We delivered consistent content informed by performance insights, allowing the work to evolve based on audience response.
Audience engagement
We strengthened interaction with the audience to build familiarity over time and encourage more meaningful engagement.
Content in action
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The Outcome
As the message became clearer and rooted in real experience, the way people engaged with the brand began to change. Content started to hold attention rather than being passed over, which led to more consistent engagement and an increase in sharing as the audience began to see it as both relevant and useful. This change in behaviour extended beyond the platform, where social traffic became more intentional and better aligned with the brand's offer. Over time, this resulted in a 40% increase in followers through nurturing content, with 40% of organic social traffic converting into app downloads, delivering between 50 and 80 downloads per month from organic social alone. That download volume represents an extra £600-960 in estimated monthly subscription value from organic social media added each month.
Results
Figures from organic social across the partnership. Subscription value estimated from 50-80 monthly downloads at an average £12 subscription.
What changed beyond the numbers
- →Hypnotherapy became easier to understand for a sceptical audience
- →A message the audience could repeat back in their own words
- →A testimonial-led strategy built trust in a category people are sceptical of, letting real experiences do the convincing rather than claims about the product
- →Social traffic arrived already understanding what the app does, so the download decision was largely made before anyone reached the store page
Reflection
This work reinforced that when a subject feels uncertain or misunderstood, clarity on its own is not enough, and that people need a sense of reassurance before they are willing to engage more deeply. Once the message reflected real experiences and addressed the questions the audience already had in mind, engagement became more natural and the path from awareness to action felt more considered.
"Working together just made things a lot clearer. The content started to feel more like us and people actually began engaging with it properly, not just liking and scrolling past."
Clear Minds
Audio Hypnotherapy App
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