Blue Fever
Originally, Blue Fever targeted college students, but retention and engagement fell short. By analyzing user cohorts, I discovered our true audience was teens.
I shifted our strategy, refining the creative to better resonate with teens and incorporating gameplay segments that offered a glimpse into the Blue Fever app’s supportive features—including Blue, the first ever AI Chat Companion for teens.
The videos below feature authentic, influencer-driven stories, each reflecting real-life teen issues and concluding with gameplay footage that demonstrates how the Blue Fever app delivers understanding, community, and support.
These videos tackle the often unspoken challenges teens face regarding mental health stigma. After showing a real high school student candidly discussing their feelings, the footage cuts to a gameplay view of the Blue Fever app in action, highlighting a supportive community ready to listen without judgment.
Set to trending songs, these clips highlight friendship conflicts and emotional rifts common in teen life. The app segment shows how users can seek guidance, share their stories, and receive peer-driven tips to navigate tough friendship dynamics.
Focusing on mid-term and final exam pressures, these videos follow a teen overwhelmed by academic expectations. The app footage demonstrates how posting worries and receiving affirmations from peers and supportive responses can alleviate stress and build confidence during exam season.
Focusing on everyday struggles with self-confidence, these videos feature a teen expressing their insecurities before transitioning to the Blue Fever app. The gameplay footage shows how users can seek encouragement, uplifting messages, and reassurance from a community eager to boost their self-esteem.
Set around Valentine’s Day and Thanksgiving, these videos reenact scenarios where teens feel pressure to have a “perfect” holiday. The app segment then shows how easily users can vent about not having a date or dealing with family and find comfort in relatable stories and understanding voices within the Blue Fever community.
By portraying subtle signs of anxiety—racing thoughts, sleepless nights, nervous energy—this series helps teens recognize when they’re stressed. Then, the app’s gameplay shows a feed filled with relatable stress “rants,” proving that they’re not alone and can find understanding and empathy anytime.
This collection spotlights summer loneliness and boredom. Teens share their worries and then the gameplay footage illustrates how Blue Fever ensures no one feels alone. Users can connect, chat, and find companionship, even during the less structured days of summer.
From juggling extracurriculars to meeting deadlines, these videos capture the hectic reality of high school life with a list of issues teens experience at school. The Blue Fever gameplay reveals an easy outlet: posting concerns for instant community support, making it simpler to cope with daily school-related pressures.
These videos introduce Blue, the app’s animated personality who offers mental wellness advice and usage tips. By personifying the app’s supportive features, teens become comfortable interacting with Blue, setting the stage for deeper engagement with this AI-driven mental health companion.
Showcasing actual chats between users and Blue, these videos offer a glimpse into the supportive, empathetic conversations teens can have in the app. As demonstrated, this AI Chat Companion significantly improved retention, demonstrating how personalized, relatable support fosters a lasting connection.