eQuoo: Growing a Mobile Mental Health Game
Scaling a Startup: eQuoo, The Mobile Mental Health Game
CHALLENGE
Establish the eQuoo brand, identify good execution channels and optimise customer acquisition with a focus on reducing CPA and increasing LTV.
THE OUTCOME
Fast efficient growth with excellent CPAs and comprehensive user empathy mapping.
PRESS
- Forbes: The next key trend in mental health is resilience: Meet eQuoo, The Emotional Fitness Game
- TechCrunch: Mental health startup eQuoo joins UK’s NHS app library, closes in on seed round
- Vocal: Equoo Promises to Help People Become More Emotionally Fit. I Gave It a Try—Here’s What Happened
WHO IS EQUOO?
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.
eQuoo has multiple claims to games including graduating from Techstars Berlin, being a runnerup at Pitch@Palace and more.
EQUOO’S MARKETING GOALS
- 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
OUR WORK
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
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