The Meditation Instagram Stories Campaign was a set of creative content displayed to online solar investing leads. The ads were meant to mirror and satirize the prolific ‘Calm’ and ‘Headspace’ meditation app advertisements, which countered typical attention grabbing social media ads by inviting users to ‘do nothing’ for their duration.

Legends realized that its target demographic had many parallels with the audience for subscription mindfulness apps – the Meditation Stories were targeted to followers of their social media accounts. Audiences familiar with the meditation ads would experience a double take as they realized the product being marketed was an investing platform, rather than a wellness app.

Three versions of the ad were produced in collaboration with Osmosis Films. They were effective in converting leads for less than $5 per sign up.