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eQuoo: The Mental Health Game 

Discover how We Scale Startups worked with eQuoo to help them establish brand, identify good execution channels and optimise customer acquisition.

Project Name
eQuoo: The Mental Health Game
Our Role
Branding and Lead Generation
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The Challenge

eQuoo is a mental health game available on iOS and Android. Founded by Silja Litvin, the evidence-based game improves the mental health and ’emotional-fitness’ of its players as you progress through the game. Each level in the RPG game presents a different skill set to learn and practices in multiple choice-based gameplay. The app focuses on a younger audience but is also organically engaged by other demographics.

Our challenge was to establish the eQuoo brand, identify good execution channels and optimise customer acquisition with a focus on reducing CPA and increasing LTV. Our goals were to:Identify which marketing channel results in the highest volume of high-quality users.Build a ‘growth machine’ that acquires users predictably, repeatably and scalably.Increase the volume of people making purchases in the game.

The Solution

Daniel worked with Silja as an interim CMO to assist with all areas of customer acquisition. Focusing first on the fundamentals including customer persona research, Jobs to be Done modelling and growth experimentation process set up. This included:

  • Development of brand messaging
  • Website development
  • App Store Optimisation
  • Significant Paid Acquisition with a focus on Instagram and Google App Campaigns

The Results


Over the course of working with eQuoo we:

  • Built the first stage of the brand
  • Developed the website
  • Acquired over 12,000 Downloads