Mental Health App Marketing

Lucero

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. Sarona Marketing managed their organic social channels and runs compliance-friendly paid campaigns—building brand awareness, community engagement, and app installs despite stringent platform restrictions around marketing to minors.

We built their marketing systems, from scratch, targeting a hard to reach demographic…

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 created teen-led content that was unapologetic and spoke to the core of what teens are feeling today.

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.

Strong creative spoke directly to teens & caregivers without needing to target them directly

CPA

$ 0

MoM Followers

0 %

Organic Reach

0 M+

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.

Targeting teens with strong creative — with no traditional audience targeting

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

Creativity and authenticity — a growth engine for youth brands.

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.

Hear directly from Lucero's founder, Jillian

Here is a hook for the testimonial

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John Doe

Designer

content creation social media automations systems consulting contact us: info@saronamarketing.com