The audience insight that helped a wellness app quadruple conversions

Wellness app Clementine supports women through hypnotherapy, but expanding beyond their loyal user base was a challenge. Together, we helped them find a new way to see and reach their audience.  

The team behind Clementine has built something special: a trusted app that helps women tackle insomnia, stress, anxiety and more through hypnotherapy – all delivered in an intuitive, beautifully designed experience. Their core audience loves the app, and word of mouth has built them a loyal community, particularly among women struggling with insomnia and other sleep issues.  

Clementine wanted to build on their success and reach more women who could use their help. To do that, they needed a new perspective on their audience. 

The challenge: Growing beyond loyal users

Clementine knew from their users that their app was great for improving sleep – and with 30% of adults in the UK affected by sleep problems, it was a logical focus.  

The challenge, however, is that for many women, sleep issues are just a symptom of deeper concerns. Messaging focused solely around sleep wasn’t compelling enough to drive action. 

Our approach: Finding new insight to understand new audiences

We looked at their app and their target audiences with fresh eyes. We saw women struggling not just with sleep, but with the cumulative weight of daily anxiety and stress. Many felt like they had lost their sense of self amid the grind of school/work, caretaking and impossible societal expectations.  

In short, our research helped us see lots of women facing different challenges, and who saw their experience in very different ways.

Collaborating to uncover opportunity

We partnered closely with Clementine, combining social listening, audience data and brand workshops to identify new ways to connect with women. What quickly became clear was that the biggest challenge for many wasn’t sleepless nights – it was confidence. Women weren’t just struggling to rest; they were struggling to feel like themselves amid the pressures of daily life. 

We translated these insights into supplementary user stories and refined personas to capture a wider spectrum of women’s experiences. From there, we developed a new messaging framework designed for testing, giving Clementine a strategic approach for exploring growth.

Testing messaging and seeing results

Armed with new insight, Clementine launched a low-spend, high-value testing campaign. Ads framed around confidence were tested alongside their existing sleep-focused messaging. 

 The results spoke for themselves. Confidence-led messaging delivered 4x the conversions of the sleep-focused ads, opening a door to new audiences and highlighting the potential for scaled paid media investment. 

Meeting your audience where they are

Clementine’s results show the impact of truly understanding your audience and seeing challenges from their perspective. Even when you know what people need, they don’t always describe their challenges the way you do.  

By seeing the problem through the eyes of their potential users, Clementine was able to reframe messaging, open new doors and connect with women in a way that truly resonated.