imi Guide
Overview
This free mental health tool built for and with LGBTQ+ teens is a go-to guide for those looking for support and help in affirming their identities and learning practical ways to cope with minority stress that is helpful, relevant, inclusive, and joyful. For the launch of the Hopelab product, Ghost Note was hired to develop a robust go-to-market strategy and campaign to inspire LGBTQ teens, especially QTBIPOC, and those with multiple marginalized identities.
Challenge
Our goal was to establish an online presence for imi, we developed a social framework of authentic content from youth and queer artists that reinforced imi’s themes and message. We wanted to create a campaign that really showed Gen-Z teens that we understood them, and wanted to create space for them to tell their stories. We shone a spotlight on community members, emphasizing support and encouragement to use the mental health tool.
An innovative Mental Health resource
This free mental health tool built for and with LGBTQ+ teens is a go-to guide for those looking for support and help in affirming their identities and learning practical ways to cope with minority stress that is helpful, relevant, inclusive, and joyful.
The tool was created to be able to give LGBTQ+ teens an online space and resource guide to navigating difficult life decisions and conversations when it comes to mental health. imi guide provides resources such as activities, prompts, quizzes, and more to guide users through a mental health journey and answers questions around stress, queerness, gender, and stigma.
An Expansive Digital Campaign
We developed a robust launch campaign for imi guide, which included partnering with over a dozen young queer influencers, artists, and content makers to show various use cases of the application and how it could be used. By turning the spotlight over to our queer creators, we were able to drive membership to the imi web app & cultivate an active, digital community, resulting in 18,000 users driven to the website.
Partnering with LGBTQ+ Talent
We collaborated with 12 young queer influencers across Tiktok and Instagram, to really reach the queer Gen-Z Audience. Tasked with creating reels around imi’s content themes, these influencers delivered above and beyond.
Collaboration: Worked with influential teens across social media to build community around imi.
Support: Created a clear path for youth to explore and affirm their identity as well as boost mental health.
Inspiration: Championed relatable LGBTQ+ BIPOC youth stories and celebrated identity exploration.
Creator Brand Package
As we celebrated the launch of imi, we thanked our collaborators by creating imi brand packages that included merch such as posters, pins, a tote bag, a disposable camera, and more. This swag kit helped to solidify imi’s brand presence in the real world, and allowed collaborators to spread the love for imi in their communities!
Artist Led Partnerships
In addition to content creators, we partnered with 3 queer illustrators to create artwork for the campaign. Working with Loveis Wise, Siojeng Tsao, and Jassmyn, we were able to highlight their queer experiences and what their identity meant to them. The artists were especially excited to work with the imi team, and continued mentioning, “I wish I had this tool when I was younger!” We had each artist create a reel about why working on this project was meaningful to them.
AR Filters
We developed two custom AR Filters for Instagram that allowed the Gen Z LGBTQ+ community to play and engage with the topics of gender, sexuality and mental health in a fun way. These filters created another entrypoint for the community to be engaged and share their feelings with the world.
