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Closing The Sex Hormones Awareness Gap

Mira PROJECT
Closing The Sex Hormones Awareness Gap by Mira

credits

Title
  • Closing The Sex Hormones Awareness Gap
Entrant
  • Mira

About This Project

Summary

Mira shifted its brand image from a fertility tracker to a hormonal health company by addressing the knowledge gap in sex hormones in women. The campaign included initiatives like the "Sex Hormones Tester" role, sex education survey, a study on the impact of hormones on mood, sleep, and productivity, and a National Sex Hormones Awareness Week. It achieved over 1 billion media impressions, generated 3,000 job applications, thousands of user-generated videos, and 5,000 new leads.

Goals & Objectives

1. Shift Mira's brand perception from a fertility tracking provider to a science-first hormonal health company. 2. Spread awareness around sex hormones among a wider female audience beyond those focused on conception.

Results & Impact

Massive media reach of 1 billion people The Sex Hormone Tester role attracted 3,000+ applications and a wealth of user-generated content Conversion rate rose 5-fold, generating $90,000 Engaged 100+ industry professionals and 11 health organizations.

the team

Katherine Sakovich
  • CMO
  • Mira
Anna Evstratova
  • Head of Brand
  • Mira
Belen Copetti
  • Creative Director
  • Mira
Irina Karelina
  • Creative PR Director
  • Fungi PR
Hanna Leudanskaya-Witt
  • PR Account Director
  • Fungi PR
Volha Gudzei
  • PR Manager
  • Fungi PR
Dasha Shunina
  • Event Host
  • Women in Tech