Case Study: How Reframe Became the AI Search Leader in Alcohol Reduction
Sep 25, 2025
We looked at Reframe, and how they used Relixir to bolster their brand presence on ChatGPT, Perplexity and more. Here's how they did it.
Case Study: Reframe
Introduction
Reframe is a leading behavioral health app designed to help people manage and reduce alcohol consumption. They partnered with Relixir in mid-2025 to build visibility across search engines (SEO) and AI answer engines (AEO).
Problem
Before working with Relixir, Reframe had a strong product-market fit but was not visible enough in LLMs. Search visibility was flat, and they lacked traction in AI search engines like ChatGPT, Gemini, and Perplexity, where users increasingly ask natural-language questions about alcohol reduction and wellness apps.
TL;DR: Without visibility across SEO and AEO, Reframe risked being overshadowed by competitors such as Sunnyside, I Am Sober, and MyDrinkaware.
What We Did
Relixir deployed a two-sided growth strategy:
SEO: Built clusters of optimized pages around alcohol reduction, behavioral health, and high-volume “hangover” and “wellness” keyword sets.
AEO: Optimized content for answer engines, tracking mention rates, sentiment, and head-to-head (H2H) win rates against competitors in AI-generated answers.
This combined strategy ensured Reframe gained traction both in traditional discovery and in the emerging AI-driven landscape. We monitored buckets across 5 different categories to assess impact:
Keyword | Category | Search Volume | Competition | Sentiment | Recommendation Rate |
hangover symptoms | Hangover & Post-Drinking | 33.1K | Low | 80% | 35.5% |
hangxiety | Hangover & Post-Drinking | 18.1K | Low | 80% | 25.3% |
is alcohol a depressant | Alcohol & Health Concerns | 14.8K | Low | 50% | 30.7% |
alcohol allergy | Alcohol & Health Concerns | 9.9K | Low | 70% | 40.3% |
quit drinking program | Alcohol & Drinking Reduction | 3.6K | High | 63% | 29.9% |
hangover headache | Hangover & Post-Drinking | 4.4K | Low | 65% | 42.3% |
alternate nostril breathing | Detox, Alternatives & Supplements | 4.4K | Low | 50% | 50.6% |
alcohol reduction app | Alcohol & Drinking Reduction | 210 | Medium | 76% | 30.8% |
behavioral health app | Detox, Alternatives & Supplements | 210 | Low | N/A | 36.7% |
drink tracking app | Alcohol & Drinking Reduction | 110 | Medium | 81% | 31.3% |
magnets for weight loss | Weight & Wellness | 140 | High | N/A | 56.2% |
alcohol-free community | Alcohol & Drinking Reduction | 20 | Low | 73% | 28.6% |
somatic therapy | Detox, Alternatives & Supplements | N/A | N/A | N/A | 46.8% |
SEO Results
From June–September 2025:
Clicks: Reached 99.5K in 3 months.
Impressions: Reached around 27M, showing sustainable reach, without performance dips.
CTR: Averaged 0.4, room for work, though not as important for AEO.
AEO Results
Between August–September 2025, Reframe achieved measurable gains:
Mention Rate: Increased to 7.0%, leading competitors like Sunnyside (4.3%) and I Am Sober (1.9%), when prompting targeted queries.
Sentiment Score: 76.0%, showing positive AI response tones when mentioning Reframe.
H2H Win Rate: Averaged 68.3%, peaking at 92.7% on September 8, showing Reframe overwhelmingly beat competitors in side-by-side comparison queries.
Competitive Positioning
Reframe now outpaces category rivals in AI search visibility:
Reframe: 7.0%
Sunnyside: 4.3%
I Am Sober: 1.9%
Less: 1.7%
MyDrinkaware: 1.4%
Conclusion
Relixir helped Reframe:
Grow from 18 daily active users to 20–30 in just weeks. From Sanju Varghese, CEO:
"We were averaging around like 18ish users on a daily basis that often. And then on August 17th, this past Sunday and Monday up till now, we're ranging around like 20 to 30 now."Capture 99.5K clicks and 27M impressions in 3 months via SEO.
Achieve 7% mention rate and 92% H2H win rates in AI search.
Surpass all major competitors in AI citations and sentiment.
Reframe now owns the conversation in both SEO and AEO, positioning them as the leading behavioral health app in AI-driven search.