Mind + Turtl | Case study | Turtl

Mind launched the Workplace Wellbeing Index in 2016 to highlight increased levels of stress in the workplace and related mental health problems. The...

Mind + Turtl Proving ROI from social media

With 20% of total leads generated from social

The challenge

Lead gen for the Workplace Wellbeing Index

Highlighting mental health in the workplace

Mind launched the Workplace Wellbeing Index in 2016 to highlight increased levels of stress in the workplace and related mental health problems. The charity uses the index to raise funds for their work, charging businesses a fee to participate.

The team needed content that was dynamic enough on social media to stand out from other content and drive people to sign up.

Campaign objectives

Create awareness of the Index
Build the contact list of prospective participants

The challenge in a nutshell

Creating content that cuts through cluttered channels.

About Mind

For 70 years, Mind has been committed to making sure that everyone experiencing a mental health problem can access the support they need and is treated with the respect they deserve. Through public campaigns, influencing decision-makers, and the services local Minds deliver in communities across England and Wales, they have touched millions of lives. Mind’s president is Stephen Fry, who actively works to promote the cause on behalf of the charity.

The solution

Using innovative content to drive sign-ups

Driving lead generation with content

The team at Mind knew that Twitter and LinkedIn were key to reaching their target audience for the Workplace Wellbeing Index and needed to create content that caught people's attention on these channels. They turned to Turtl to do just that.

A memorable reading experience

Turtl automatically structures content to deliver the optimal digital reading experience, powering highly interactive, socially shareable, impactful content creation.

Professional content, in-house

Editor tools are so easy that creation and updates can move in-house, saving on costs.

Optimized for sharing

Turtl delivers impactful distribution via mail, website, and especially social. Turtl links autogenerate social cards and animated gifs improve clickthrough in email.

Capturing leads

Lead capturing mid-document generates sign-ups at the point when readers are most engaged with content and demonstrate direct ROI from social.

Example of work

In this example, Mind uses Turtl to offer HR professionals and others responsible for employee wellbeing advice in exchange for their contact details.

The story highlights the link between staff wellbeing, motivation, and business performance.

It celebrates positive employer practices and provides valuable guidance on achieving more mentally healthy workplaces - and practical advice on supporting staff with mental health problems.

Mind's story - click the image to see the full content

The results

147 leads generated by just 3 social media posts

147 new subscribers from one piece of content

Using Turtl's analytics, Mind demonstrated for the first time direct ROI from social. Mind's Mentally Healthy Workplaces doc was posted three times between June and December 2016 on Twitter and LinkedIn.

Key results:

Almost 800 reads
29 shares
147 new subscribers

Turtl allowed us to present our information in a really engaging, interactive way which is much more appealing than our usual pdfs. It makes people want to read more, and therefore provide us with their data in order to do so.

Hannah Dennett, Communications Manager, Mind

"We used the sign-up feature to capture the contact information of people reading the story, and then added this data to our direct mailing list for our Workplace Wellbeing Index" says Hannah Dennett, Communications Manager at Mind.

Following this success, Mind now creates the Mindwork quarterly newsletter in Turtl and are creating new training and consultancy programs with Turtl too.