Skip to content3M+ Organic Reach and Low CPA For Downloads
Lucero, a mental health app for teens, built a high-engagement social presence and drove installs with a $3.36 CPA through teen-led content and compliance-friendly paid campaigns.
Low CPA and efficient campaigns for a brand new app
Teens are addicted to their phones, so this startup wanted to meet them where they’re at…
Lucero Speaks is a startup mental-health app designed by teens, for teens and tweens, to boost confidence and build healthy self-care routines.
As a brand new app, Lucero Speaks had no social footprint, no strategy, and a few basic brand elements & decks. With a modest budget and limited internal resources, we needed to establish their marketing strategy, grow awareness, spark genuine engagement, and drive app installs, targeting 13-15 year olds.
We built their marketing systems, from scratch, targeting a hard to reach demographic…
We began where every good marketing strategy should – with a strong content system. Our team built out a youth ambassador program to create authentic videos coming directly from teens. The goal was to create authentic UGC videos, and get genuine feedback from teens on what they wanted to see in our marketing. We empowered them to lead different content ideas, and optimized the content to match the strategy we were establishing.
Navigating strict under‑18 targeting rules, we implemented a lean, cross‑platform campaign that spoke to caregivers on Meta and resonated with teens on TikTok. On Meta, we targeted parents and educators with interest‑based ads addressing pain points like anxiety, confidence dips, and screen‑time overload—inviting them to “help your teen build lasting self‑care habits” with bright, app‑inspired visuals.
We created teen-led content that was unapologetic and spoke to the core of what teens are feeling today.
By leaning into genuine teen voices and smart caregiver targeting, we didn’t just build Lucero Speaks’ social channels—we ignited a supportive community of young users empowered to champion their own mental-health journeys.
On TikTok, we focused on organic‑style content featuring real teens and the authentic language they use, spotlighting Lucero’s gamified check‑ins in a way that felt native to the platform. By monitoring performance daily and reallocating budget to top‑performing creatives, we drove app installs at competitive CPIs while maintaining a seamless brand experience across both channels
Hear directly from Lucero's founder, Jillian
Here is a hook for the testimonial
Understanding the Unique Challenges of Marketing to Teens
Marketing to a teenage audience presents unique challenges due to their distinct preferences, behaviors, and social dynamics. Teens are often influenced by peer opinions, trends, and social media, making it essential for brands to adopt a relatable and authentic approach that resonates with their experiences.
For instance, the marketing strategy for Lucero Speaks had to navigate the complexities of teenage mental health, addressing issues like anxiety and self-esteem. By leveraging insights into teen culture and preferences, Sarona Marketing crafted campaigns that spoke directly to their audience, fostering a sense of connection and trust.
Leveraging Social Media for Effective Engagement
Social media platforms are crucial for engaging with teens, who spend a significant amount of time online. The strategy for Lucero Speaks involved creating vibrant, relatable content that would capture the attention of both teens and their caregivers, encouraging interaction and sharing.
By utilizing platforms like Instagram and TikTok, Sarona Marketing was able to showcase authentic teen-led content that highlighted the app's benefits. This approach not only increased brand visibility but also fostered a supportive community around mental health, making the app more appealing to its target demographic.
Measuring Success: Key Performance Indicators
To evaluate the effectiveness of marketing strategies, it is essential to establish clear key performance indicators (KPIs). For Lucero Speaks, metrics such as cost-per-acquisition (CPA), engagement rates, and app download numbers were critical in assessing the campaign's success.
With a CPA of $3.36 achieved through targeted advertising efforts, Sarona Marketing demonstrated the impact of their strategies. Continuous monitoring of these KPIs allowed for adjustments to be made in real-time, ensuring that the marketing approach remained effective and aligned with the goals of the startup.
Building a Community Around Mental Health
Creating a supportive community is vital for mental health initiatives, as it encourages open conversations and reduces stigma. The marketing efforts for Lucero Speaks focused on fostering such a community through engagement strategies that invited teens to share their experiences and support one another.
By promoting user-generated content and testimonials, Sarona Marketing helped establish a sense of belonging among users. This not only enhanced the app's credibility but also encouraged ongoing interaction, making mental health discussions more accessible and relatable for teens and their caregivers.
Understanding the Unique Challenges of Marketing to Teens
Marketing to a teenage audience presents unique challenges due to their distinct preferences, behaviors, and social dynamics. Teens are often influenced by peer opinions, trends, and social media, making it essential for brands to adopt a relatable and authentic approach that resonates with their experiences.
For instance, the marketing strategy for Lucero Speaks had to navigate the complexities of teenage mental health, addressing issues like anxiety and self-esteem. By leveraging insights into teen culture and preferences, Sarona Marketing crafted campaigns that spoke directly to their audience, fostering a sense of connection and trust.
Leveraging Social Media for Effective Engagement
Social media platforms are crucial for engaging with teens, who spend a significant amount of time online. The strategy for Lucero Speaks involved creating vibrant, relatable content that would capture the attention of both teens and their caregivers, encouraging interaction and sharing.
By utilizing platforms like Instagram and TikTok, Sarona Marketing was able to showcase authentic teen-led content that highlighted the app's benefits. This approach not only increased brand visibility but also fostered a supportive community around mental health, making the app more appealing to its target demographic.
Measuring Success: Key Performance Indicators
To evaluate the effectiveness of marketing strategies, it is essential to establish clear key performance indicators (KPIs). For Lucero Speaks, metrics such as cost-per-acquisition (CPA), engagement rates, and app download numbers were critical in assessing the campaign's success.
With a CPA of .36 achieved through targeted advertising efforts, Sarona Marketing demonstrated the impact of their strategies. Continuous monitoring of these KPIs allowed for adjustments to be made in real-time, ensuring that the marketing approach remained effective and aligned with the goals of the startup.
Building a Community Around Mental Health
Creating a supportive community is vital for mental health initiatives, as it encourages open conversations and reduces stigma. The marketing efforts for Lucero Speaks focused on fostering such a community through engagement strategies that invited teens to share their experiences and support one another.
By promoting user-generated content and testimonials, Sarona Marketing helped establish a sense of belonging among users. This not only enhanced the app's credibility but also encouraged ongoing interaction, making mental health discussions more accessible and relatable for teens and their caregivers.
