Octane Case Study

Aetna: Be Mindful DC

Health Communications  |  Digital & Performance Marketing  |  Event Activation

The Challenge

Octane was tasked with addressing the growing need for mental health support in Washington, DC, particularly for youth, seniors, and underserved communities. Many residents lacked awareness of existing free services or were hesitant to seek help due to stigma. The challenge was to create a visible, trusted campaign that could connect people to local mental health resources while fostering community engagement.

Our Approach

Octane developed and launched the BeMindfulDC digital campaign, a platform-specific mental wellness effort built on relatable content, community voice, and direct access to free resources. The campaign included custom graphics, boosted ads, and local messaging to reduce stigma, promote tools like the 988 Lifeline, and encourage mindfulness habits. Strategic posting, paid promotion, and regular performance reviews guided continuous optimization throughout the campaign.

The Results

The campaign far exceeded its engagement and visibility goals, establishing BeMindfulDC as a trusted source for mental wellness content in the District:

  • 1,784,876 total impressions (vs. 100K–150K goal)
  • Over 4,300 new followers gained in 3 months across all platforms
  • 4,738 total engagements including clicks, shares, and reactions
  • Resource content drove 98 direct link clicks from a single post
  • Program success led to market expansion to Baltimore

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