Eastragene is a Russian-language women’s app startup. It supports nutrition and physical activity using menstrual-cycle data, with personalised food and workout recommendations designed to support hormonal balance and wellbeing throughout the cycle.
Build awareness of a new service, communicate its value and encourage a first trial purchase.
In collaboration with Awareness Bureau.
Research into the wellness market, competitors and audience showed that ready-made recommendations are not enough. People want to understand their bodies and the reasoning behind the advice.
Self-care has become another list of rules to live up to. I don’t want to become a “better” version of myself; I want to understand myself and my body better.
The strategy centred on building a community around the project: communicating the product’s value, explaining why its recommendations can be trusted and encouraging a trial purchase.
Idea development and account management for communication activations: native placements, collaborations and special projects.
Use Valentine’s Day to talk not only about romantic relationships, but also about the relationship with your own body.
We created a special issue for service customers, expressing Eastragene’s mission through the relationship a woman has with herself and her body.
Concept development and support for the editor in shaping the sections.
Mentions in Stories on a social platform banned in Russia, and increased audience engagement.
Build initial awareness of Eastragene through native placements in independent wellness channels our audience already trusts.
Researching and selecting relevant channels, developing integration angles, liaising with creators, writing briefs and analysing performance.
An integration in the Good Relationships podcast. We chose it for its trusted voice, relevant audience and room to explain the product’s value in depth.
Preparing discussion questions, talking points and material for the episode.
Wellness audiences actively seek educational content and trustworthy sources. As a new service, Eastragene is not yet part of their everyday information landscape.
Show up not in an advertising space, but where people already go to learn about themselves.
A bookshop collaboration: a curated reading list on nutrition, hormonal health and wellness, visibility across the partner’s channels and a code for a trial Eastragene subscription.
Access to a new audience, greater service awareness, stronger expert positioning and an extra incentive for a first purchase.
Contact with a digital brand ends when the app closes. Self-care happens in real life: while exercising, eating, walking or working. To become a habit, the service needs a place in life beyond the screen.
Bring Eastragene from the smartphone into everyday life, turning a small accessory into an ongoing point of contact with the service.
A limited-edition Eastragene accessory with an NFC chip: a keyring, bag charm or sports bottle. A tap with a smartphone opens a dedicated app section with workouts, educational content, recommendations or offers. The accessory becomes part of a creator PR box or a gift for active users.
A new PR angle and creator UGC, repeat product interactions, more return visits to the app and a recognisable physical brand code.
A digital service is hard to notice off-screen, especially when people do not yet know why they should open it.
Turn the first encounter with a digital product into a physical experience people cannot simply scroll past.
Orange Eastragene telephone booths invite people to “Just pick up and discover a secret”. After interacting, visitors receive a QR code for a trial subscription.
The brand moves from digital into the city, turning a first encounter into a memorable experience.
An unexpected offline experience, shareable UGC, strong organic reach and an extra incentive for a first trial purchase.
A series of classified-ad-style posters in places frequented by the target audience. Each message leads to a QR code that opens a free trial subscription.
An unexpected take on a familiar advertising format attracts attention, sparks curiosity and encourages interaction with the brand.
Additional reach, shareable UGC, organic brand mentions and more trial subscriptions.
