Company: icepop, Los Angeles, CA
Company Description: icepop is a digital marketing agency specializing in performance-driven strategies across SEO, paid media, and website optimization. We help brands scale by leveraging data, creative excellence, and conversion-focused campaigns. Whether it’s optimizing for search, running high-ROI ad campaigns, or refining user experience, we turn insights into impact.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Health, Fitness & Wellness
 Nomination Title: Open Nervous System Reset
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
December 2023 – January 2024
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 201 words used.
Founded in 2018, Open is a cutting-edge mindfulness platform offering digital and in-person breathwork, meditation, and movement experiences. In 2023, Open partnered with icepop to scale its subscription business after previous marketing efforts failed to drive sustainable growth. Prior strategies prioritized non-essential metrics like video views rather than actual conversions, leading to rising costs without a proportional increase in trial signups.
icepop’s objective was to shift Open’s marketing strategy towards performance-driven, conversion-optimized advertising, ensuring every dollar spent contributed directly to trial signups and long-term subscriber growth.
To achieve this, icepop and Open co-developed the “Nervous System Reset” campaign, a time-sensitive initiative designed to capitalize on the natural New Year’s resolution mindset. The campaign introduced a time/event-based marketing model, aligning messaging with the audience’s seasonal desire for self-improvement. The goal was to create urgency while also testing a structured, time-bound promotional framework that could be replicated for future wellness-focused events.
By integrating Meta Ads, SEO, and creative testing, the campaign successfully repositioned Open’s marketing strategy, lowered acquisition costs, and set a new precedent for sustainable, scalable growth. The success of this event-driven model led to its continued use throughout the year, proving its efficacy in maximizing audience engagement during key seasonal moments.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 218 words used.
To execute this campaign, icepop collaborated closely with Open’s Head of Growth, Alex; Head of Brand, Becca; and Head of Creative Production, Sterling, combining Meta Ads, SEO, and a refined audience segmentation strategy.
Key Strategy Elements:
1. Time-Based Marketing & Budget Allocation
• Leveraged the New Year’s momentum to create urgency and drive trial signups.
• Increased ad spend by 79% in December and January to align with peak engagement.
2. Creative & Media Strategy
• Developed high-production ad creatives featuring Open’s instructors, testimonials, and user-generated content.
• Repurposed TikTok content for Meta Ads, extending reach without additional production costs.
3. Paid Media & Audience Targeting
• Refined audience segmentation, focusing on wellness-minded users actively searching for self-improvement solutions.
• Optimized ad placements for cost-efficiency, lowering CAC while maintaining high engagement.
4. Landing Page & Funnel Optimization
• Directed traffic to optimized landing pages instead of Open’s iOS app, bypassing Apple’s 30% fee and increasing direct conversions.
5. SEO & Organic Growth Strategy
• Launched SEO-optimized pillar pages for breathwork, meditation, and yoga.
• Ranked Open in the top search positions for valuable terms like “Meditation on demand”, “Guided meditation classes” and “nervous system reset”
This scalable, event-driven framework proved so effective that Open replicated it for other key seasonal campaigns, reinforcing its marketing engine throughout the year.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2023. Even if your initiative started before 2023, limit your response to activities and results since the beginning of 2023 only (up to 250 words):
Total 127 words used.
Since January 2023, the “Nervous System Reset” campaign has driven record-breaking growth for Open.
Key Results:
• 661% increase in trial signups—a historic high for Open.
• 76% decrease in customer acquisition cost (CAC) through refined media targeting.
• 429% increase in impressions and 444% increase in organic clicks, with a 3% CTR improvement.
• Achieved top search rankings for high-intent keywords like “Meditation on demand”, “Breathwork Classes”, “Guided Meditation Platform”, “Mindfulness Meditation”, “Nervous system reset”, and many others, which significantly boosted organic acquisition.
• Optimized paid media efficiency, increasing attribution accuracy and refining audience insights for future scalability.
This campaign set new performance benchmarks, proving that event-based, time-sensitive marketing could deliver unparalleled efficiency. The insights gained have since informed additional seasonal campaigns, driving sustainable year-long growth.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 70 words used.
Supporting materials showcase the data-backed success of this campaign:
1. Google Slides presentation
• Visual breakdown of audience insights, creative strategy, and performance analytics.
2. Open | Online Meditation + Breathwork case study
• Detailed campaign strategy, execution, and results.
These materials provide clear, measurable evidence of how icepop and Open’s strategic collaboration transformed marketing efficiency, achieving scalable growth and cementing Open’s status as a leader in the mindfulness space.
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