Copia just went through a major rebrand.
They now go under the name Era as a stress and sleep tracker.
Unlike most rebrands where companies keep the same accounts and swap a logo… (eg: Albo), Era rebuilt their entire identity and their network:
- New logo + brand colours
- New storyline around astrology, mindset, routines, and personal growth
- New promise: "no more crashing out"
What’s more interesting though, Copia’s network went quiet.
When we last covered their strategy, they went from 4 to 40 ambassadors all female, scaling 17M+ views in 60 days.
Now, only one person is still posting consistently, the founder, with two separate accounts: @chloeegaynor & @chloe.manifests.
Every other ambassador account is inactive. Copia’s main account hasn’t posted since the 5th of May.
Their main account Copia used to run almost entirely on faceless aesthetic slideshows: Pinterest-style photo dumps, aspirational vibes and “manifesting this life" edits.
After the rebrand, Era’s content moved almost fully to talking videos: face close-ups, all delivered by one person: the founder, Chloe.
Although their last post was in August.
Chloe's videos now focus on:
- personal routines
- gym lifestyle
- startup founder lessons
- astrology hooks
- motivational POVs
- burnout & mental health
- “building your dream life” narratives
You can track their accounts here: https://app.shortimize.com/c/2b10g958QWwP5c
For now, no major growth in terms of downloads or revenue. We’ll keep you posted as this rebranding unfolds.