CASE STUDY: Muse S headband

Rewiring the Narrative: Driving Brain Health Awareness with Muse

1 Million Views

CASE STUDY: Muse S headband

Rewiring the Narrative: Driving Brain Health Awareness with Muse

1 Million Views

5 Influencers

15.5K Clicks

1 Million Views

Nov 2024

15.5K Clicks

1 Million Views

Nov 2024

5 Influencers

The Challenge

Muse, a leader in neurotechnology for wellness, launched the Muse S: Athena Edition, a next-generation brain-sensing headband. But unlike previous iterations of Muse that were widely associated with meditation, Athena’s core mission was broader: supporting long-term brain health, sleep optimisation, and cognitive performance.

The challenge? Shift public perception beyond mindfulness, and establish Muse Athena as a clinical-grade brain health wearable. Muse needed to connect with credibility-driven audiences across Europe, particularly in markets like the UK, Germany, the Netherlands, Sweden, and Spain—all while working within the product’s English-only functionality.

The Solution

We developed a targeted influencer marketing strategy focused on creators with professional authority in the medical and wellness space. We partnered with 5 medically credible creators across Instagram and TikTok—including physiotherapists, general practitioners, and clinical health influencers.

These creators weren’t just lifestyle voices—they were research-backed educators, chosen for their ability to explain brainwave tracking, EEG data, and cognitive wellness in a relatable, digestible way.

Together, we launched 6 high-quality video assets that:
🧠 Educated audiences on brain health technology and how Muse works
🧠 Demonstrated daily usage routines: winding down before sleep, using Muse for post-shift 🧠🧠decompression, or managing stress
🧠 Explained core features like EEG sensing, guided sleep journeys, and cognitive feedback
🧠 Highlighted the 15% off promotion, driving urgency and sales during the campaign window

All content was created in English, with a strategic focus on English-speaking audiences within Europe who were actively seeking evidence-based brain health solutions.

The Results

The influencer campaign for the Muse S: Athena Edition successfully positioned the product as more than a meditation tool—redefining it as a cutting-edge brain health wearable. Through a research-driven, expert-led content strategy, we exceeded awareness goals and reached thousands of high-intent users across Europe.

- Surpassed view target by 13%, with 1M+ organic views from qualified audiences

- Delivered 15,551 clicks to product pages—high-conversion traffic from educated users

- Achieved a competitive £0.552 CPC within the health tech space

- Successfully engaged medical professionals and wellness experts as trusted creators

-Strengthened Muse’s brand positioning as a clinical-grade brain health and neurofeedback device

Bonus Win: The campaign created lasting value with evergreen content that continues to rank for long-tail health tech queries, while strengthening Muse’s authority as a leader in wearable neurotechnology.

Why This Influencer Strategy Worked:
- Creators simplified complex features like real-time brainwave tracking, sleep journey tracking, and guided EEG feedback, making Muse Athena feel accessible yet powerful
- Aligned with regional demand in health and wellness segments