The brief

To reduce MM’s reliance on costly paid marketing by revitalising the brand communications, design and website.

The challenge

With Brexit and Covid driving up the cost of paid marketing, Mindful Monsters needed to attract more organic traffic, raise brand awareness, increase sign-ups, and encourage existing customers to subscribe for longer.

Monsters inbound!

Lockdown One had just started. Amidst the nerves and confusion, parents were suddenly full-time teachers - on top of being everything else. They needed help, so the time was perfect to get Mindful Monsters rolled out to a wider audience.

To make it happen, we took an inbound marketing approach with our (un)fearsome foursome of Snug, Sparky, Thinky and Giggles.

We started with a series of parent-helping blogs, full of ways to help keep kids keep calm and Monster on during this difficult time. 

We then introduced the Monsters to a whole new audience with Monster Moments. Ten days, ten free emails, ten ways for people to fall in love with them - and sign up to the subscription service.

A new Monster’s den

While writing longform SEO content and email campaigns, we were also busy planning, designing, writing, and developing a new Mindful Monsters website.

MM 2.0 would really bring the Monsters to life with eye-popping colour, charming copy, and tonnes of character. 

At the same time, our growth-driven design approach to web development saw us take user insights from the previous site and improve the new one through a number of CRO tactics, such as bolder CTAs, clearer navigation bars, and improved hierarchy of messaging.

Dreamworks in the pipeworks

We’ve done a lot of work for Mindful Monsters. But our Chief Growth Officer, Si Muddell, has done even more. Si worked with Scope before joining Woven, helping get Mindful Monsters off the ground by crafting product roadmaps, marketing strategies, and business plans.

A few years on, Mindful Monsters is one of Scope’s key revenue streams. The Monsters have appeared in thousands of schools across the country; a new book, ‘Roar Your Worries Away’, has just been released via all major retailers; the new website has landed; and Scope are in advanced talks with various media companies – including Dreamworks and YouTube – to create a Mindful Monsters animation.

It’s true what they say: from small acorns, mighty Monsters grow.