Social Media Campaign: #IAmDangersOfTheMind

Project: Raise awareness and build an audience for an emerging Social Emotional Learning brand. 

When we started working with Dangers of the Mind, their platform consisted of a 75-page self-help book, which only had a handful of sales though Amazon at the time. The author wanted to turn her philosophy into a social media movement that reached students, teachers, administrators, and schools around the world — then sell a suite of products and services around it.  

As a start up money was tight and there was no budget for social media ads, so we had to be creative and use the power of the people to get the word out. To develop her audience we launched #IAmDangersOfTheMind, a crowd-generated social media marketing campaign designed to promote inner growth through the DOM teachings and build community around the brand. 

The vision was to first develop a network of brand ambassadors at schools around the country, then give them a platform to tell their story and share their experiences with the Dangers of the Mind to provide inspiration and create a safe space for those dealing with mental health issues. 

By becoming a support system for kids and an asset for teachers/parents, we were able to grow an engaged social media tribe around the brand and build a customer base for all future products. We would use this audience to successfully launch 3 books, a clothing line, an afterschool program, and a social emotional learning curriculum now in schools all around the world.

Results: 1 year

• Grew Dangers of the Mind’s social media following from 1-15k with no advertising budget
• Increased revenue of DOM’s e-commerce store by 1700%
• Launched 3 books, a clothing line, an afterschool program, and an educational curriculum
• Scaled a local Connecticut business into a thriving business with an international presence