BetterHelp’s Motherhood with You campaign

A three-episode original documentary series featuring real women at every stage of motherhood, showing what therapy actually looks and feels like. Check it out here.

I co-led this integrated project, coordinating cross-functionally to develop the long-form videos, 50+ paid social cutdowns, a landing page, our first ever Reddit AMA, two custom partner podcast integrations, downloadable therapist-backed worksheets, and dozens more assets to support moms at every stage. I led the distribution strategy, managed timelines, coordinated deliverables, and reviewed every pixel on each asset.

Beyond being a blueprint for future content moments, the campaign drove real impact among the target demo: moms.

• +15pts increase in NPS score

• Paid assets drove 46.5 million impressions & 150k clicks

• 40% higher CTR on Meta than BAU

• AEO cited 3x directly in tracked AI answers

• Combined 250k downloads & views of podcast segments

• +60 Reddit Karma points and over 10k views of AMA (and continuing to grow)

• Press coverage: 10 total stories/pickups; 235M+ estimated monthly visits; 100% neutral-positive to positive sentiment