Project Overview
UpNow is a Self-Hypnosis app created by Christine Deschemin, a pioneer in the hypnotherapy field helping CEOs, athletes, and A-list celebrities achieve peak performance and lead a healthier and more fulfilling life. With a wide variety of over 100 audio files, Ms. Deschemin and the UpNow app are able to provide pre-recorded hypnosis sessions to target each individual’s needs. The app targets a wide variety of issues people want to target, from weight loss and tinnitus to sports performance and mental health.
The Problem
As meditation and mindfulness have become staples of mental health practices, Ms. Deschemin approached Otter PR with the desire to bring hypnotherapy more into the mainstream. She knew that hypnotherapy was a proven — yet underutilized — tool that could change people’s lives for the better. By launching UpNow, Ms. Deschemin was looking to gain traction outside of her home region of Hong Kong by making hypnotherapy accessible and affordable for those that may not otherwise have the resources or money available for private sessions.
The Strategy
Our team immediately began working to position Ms. Deschemin as a thought leader in the sectors of mental health, personal development, and professional performance. We initially started our strategy by targeting numerous industry-specific publications in order to expose UpNow and its benefits to a broader range of audiences. One unique campaign we ran for her and the UpNow app involved a partnership with World Champion, Riverdance Lead Dancer, and Lord of the Dance lead dancer, Ciara Sexton. Together, Ciara and Ms. Deschemin developed an UpNow audio made specifically for Irish Dancers.
Business Impact (results)
The partnership between Ciara and Ms. Deschemin our team spearheaded led to top placements in dance industry publications, as well as a speaking event at Dance Performance Workshop, A Source of Inspiration. During the 2020 presidential election, we pitched Ms. Deschemin using the topic of “How to manage Election Anxiety” and organized a subsequent interview with a media respondent at Parade.com. Additionally, our team was able to land Ms. Deschemin an interview in Health Magazine where she spoke about the benefits of hypnotherapy, as well as an interview in AskMen about how hypnotherapy can help maintain fitness goals.
