How Fortune Cookies Crushed Octave Therapy’s TikTok Ads In a Head-to-Head Test

In the last few years, Octave has quickly become a go-to name in modern mental health care.

They offer individual, couples, and family counseling from licensed pros, with flexible sessions (in-person or virtual), prices that won’t spike your cortisol, and a footprint that’s steadily growing across the U.S., one licensed market at a time.

As one of the fastest-growing mental health service providers in the country, Octave was prepping for a major Philadelphia launch in fall 2024.

The only problem? No one knew they existed there.

Octave’s needed brand awareness in a new market. And its typical market-entry playbook centered on digital: Precise geo-targeted digital campaigns, via TikTok, plus a splattering of strategic OOH media buys.

While its Philly-targeting TikTok campaigns weren’t a total bust, they weren't giving the marketing team a dopamine rush, either. Awareness was tepid. Conversions uneventful.

Meanwhile, the broader OOH media landscape was also of concern. Previous buys included bus stops and billboards, but these were proving too easy to ignore. Audiences were burnt out on ads that feel like ads. Especially for a direct-to-consumer brand – where delivering true novelty and genuine moments of delight feels about as rare as in-network, fully covered sessions.

For Octave’s VP of Marketing, Kristen Mikie Sword, an OpenFortune partnership made gut sense.

Both brands believe in targeting with intention, not just volume. And fortune cookies come with a built-in moment to pause, reflect, and envision your future self – all things exactly aligned with Octave’s mission and promising sticky engagement

Mikie Sword got to work doing what any good marketing with a hunch and a spreadsheet would do: Set up a clean, head-to-head test. TikTok ads versus OpenFortune’s branded fortune cookies.

Same city. Same campaign window. Different methods to surprise and delight a new audience.

Octave’s cookies were distributed across participating Greater Philadelphia restaurants for a multi-month window. Each came stuffed with mental-health themed fortunes helping people envision a healthier, happier version of themselves, plus an inviting CTA.

No pressure. No pop-up windows. No flashy, limited-time offerings. Just a warm, crispy vehicle of inspiration and insight.

OpenFortune’s also delivered what Kristen called one of her most “memorable experiences” working with an outside ad partner. She was especially impressed with OpenFortune’s ability to move quickly, collaborate, and go above and beyond, treating Octave like a marquee client even if they weren’t dropping Super Bowl ad spend.

How did fortune cookies stack up against TikTok? 

Let’s just say TikTok might need a few therapy sessions after this one to *process* things.

Compared to the same three-month run period, Open Fortune cookies drove a 131% increase in total users. This was an astounding net improvement – underpinned by a 130% jump in new users and a 113% increase in returning users.

Kristin is also quick to note Octave’s organic traffic averages from the fortune cookie timeframe was significantly higher than those from its Tiktoks ads. Plus, they experienced a 25% boost in engaged sessions per active user.

[Stats callouts]

In a world where even surprise has become predictable – and ads disrupt your life rather than add to it – fortune cookies manage to delight. Each fortune makes you pause. Reflect. Wonder. Share and discuss in community with others. Envision who you could be. 

Mikie Sword summed it up perfectly:

That idea? It’s baked right into the cookie. A tiny slip of paper making you imagine a better, healthier version of yourself, wrapped up in a moment of fun. OpenFortunes’ campaign didn’t just capture the spirit and services of Octave – it physically proves it.