Objectives

The core idea behind Mira’s 'Sex Hormones Awareness' campaign was to address a critical gap in women's health caused by decades of neglect in sex hormone research. On a bigger scale, until 1993, women were systematically excluded from drug trials due to fears that hormonal fluctuations would skew results. This exclusion led to significant under-research in women’s health, resulting in women experiencing adverse drug reactions nearly twice as often as men and spending a quarter of their lives in poor health.

In response to this, Mira set out to transform its identity from a company focused solely on fertility tracking into a leader in comprehensive hormonal health. The campaign’s primary goals were:

1. Shift Mira's brand perception from a fertility tracking provider to a science-first hormonal health company: By highlighting the significance of understanding hormones in various life stages—such as menstrual cycles, hormone imbalances, and menopause—the campaign aimed to position Mira as a leader in general hormonal health.
2. Spread awareness around sex hormones among a wider female audience beyond those focused on conception: By launching the campaign, Mira sought to advocate for better women’s health research and solutions. This included innovative strategies like the ‘Sex Hormone Tester’ role and National Sex Hormones Awareness Week, designed to engage and educate a broader audience about the crucial role of sex hormones in daily well-being.

Strategy and Execution

The primary insight driving Mira's campaign was the glaring gap in knowledge about women's hormonal health, particularly the lack of education on sex hormones. This led to our central message: "Mira closes the knowledge gap about Sex Hormones."

Execution: 

Research foundation: Our first step was to ground the campaign in data. We conducted a PR survey with 1,500 Americans to uncover insights into their sex education experiences. The findings were striking: 90% of participants felt unprepared for real-life hormonal health issues, and 1 in 3 knew nothing about sex hormones. It highlighted the urgent need for better education and provided a strong foundation for our campaign.

Innovative engagement initiative: To capture attention and generate buzz, we created the ‘Sex Hormone Tester’ role, offering a $5,000 reward for daily hormone testing. This approach made hormonal health more engaging. We used posters with QR codes in high-traffic areas in San Francisco, Miami, and Los Angeles to direct people to the job details. The initiative was a hit, generating over 3,000 applications and turning participants into enthusiastic brand advocates.

Scientific study: To bolster Mira’s reputation as a science-driven company, we conducted a groundbreaking three-month study exploring the correlation between female hormones and mood, well-being, and productivity. This study, featured by Fast Company, provided valuable insights into how hormonal fluctuations affect various aspects of life. 

Awareness campaign: We launched an annual National Sex Hormones Awareness Week, culminating in an offline event in San Francisco. This initiative aimed to engage industry professionals, including femtech founders, investors, and VCs. The event fostered discussions about bridging the knowledge gap in women’s hormonal health and demonstrated Mira’s commitment to social responsibility.

Challenges:

1. Educational barrier: A key challenge was overcoming the general lack of awareness about sex hormones. Many women didn’t see the importance of understanding their hormonal health. We addressed this by creating content that made complex ideas simple and connected them to daily life. 
2. Stigma around hormonal health: Hormonal health often suffers from stigma and is seen as a niche topic. To combat this, we used the ‘Sex Hormone Tester’ role to make hormone testing exciting and newsworthy. By framing it as a high-profile job, we shifted perceptions and encouraged more people to engage with the topic.

What Made the Campaign Unique:

1. Dream Job: The ‘Dream Job’ approach of hiring a Sex Hormone Tester turned hormone tracking into an exciting opportunity. This creative angle framed hormone health as a key aspect of modern life, offering both financial incentive and the chance to make hormone tracking interesting and relevant.
2. Sex Hormones Awareness Week: Establishing an annual nationwide Sex Hormones Awareness Week reinforced our message and provided a platform for industry leaders to engage with the topic. This ongoing initiative helped drive continued awareness and advocacy for hormonal health.
3. Encouraging Conversation: The campaign’s goal was to spark conversations about hormonal health and encourage learning. By promoting open dialogue and education, we aimed to destigmatize the topic and empower individuals to better understand and manage their hormonal well-being.

Results

Objective: Shift Mira's brand perception from a fertility tracker to a science-first hormonal health company.

Results: 

• Evidence-based approach: We initiated a landmark study that highlighted the effects of female hormones on mood and well-being, positioning Mira not just as a product developer, but as a contributor to the scientific community. The Fast Company feature reached 5.25 million people, underscoring Mira's commitment to pioneering women’s health research.
• Influential media coverage: Our PR survey received attention from top-tier publications reaching an estimated 624 million people. This not only amplified our scientific findings but also solidified Mira's reputation as a thought leader in the field of hormonal health.
• Partnership expansion: With 9 women's health companies entities supporting Sex Hormones Awareness Week, Mira has established itself as a collaborative leader in the field. 

Objective: Spread awareness around sex hormones among a wider female audience beyond those focused on conception.

• Strategic PR stunts and engagement: The 'Sex Hormone Tester' job posting generated over 3,000 applications and a wealth of user-generated conten, sparking excitement among women from diverse backgrounds about hormone testing.
• Social media impact: Videos from the campaign captivated 160K users, and endorsements from influencers resulted in 259K impressions, effectively spreading the message in a more accessible and engaging way. 
• Industry engagement: The B2B Meet-up in San Francisco attracted 130 industry professionals, demonstrating Mira's influence and commitment to advancing the field of women’s health.
• Massive media reach: With a cumulative reach exceeding 1 billion impressions across 315 media publications, the campaign achieved unprecedented visibility.

Media