Flo Health tasked us to raise awareness of their app in the US with women who were trying to conceive (TTC) or pregnant and from the very beginning, we made a deliberate choice: we didn’t lead with features or push product messaging. Instead, we let real people tell real stories and the results spoke for themselves.
The Brief
At its heart, the campaign brief centered on a single question: how can we encourage women going through pregnancy or who are TTC to integrate Flo into their everyday lives?
The Strategy
To answer that, we created the creative platform, “Through Every Ebb and Flo,” which leaned on the honest truth that neither pregnancy nor TTC is a straight line. Rather than selling to women during one of the most overwhelming, emotional chapters of their life, the campaign aimed to empower, showing Flo as a steady, supportive presence through every high and low of the motherhood journey.
From there, three narrative lanes helped bring the platform to life: an emotive lane featuring archival, personal storytelling; a community lane built around humour and shared in jokes; and a trust lane powered by micro and nano creators embedded in real TTC and pregnancy communities.
The Talent
To make it all feel authentic and lived in, 18 creators were activated across macro, micro, and nano tiers, all women (and a handful of couples), either currently TTC, pregnant, or previously pregnant. A total of 80 pieces of content was posted across Instagram, TikTok, and YouTube Shorts.
The Results
And the impact was clear. The campaign dramatically outperformed its targets. Organic impressions came in at 2.4 million, well above the 1.5 million goal, with total impressions including paid media reaching 9.8 million. Organic engagements hit 110K.
Top performers included our hero creators Sarah Kim and Ashton & Ryan Abraham, whose comedic TTC content racked up 6,000 shares on TikTok alone.
Three Things That Worked
Looking back, the campaign delivered three clear learnings for future influencer work.
- Macro and micro creators are the engine for reach and awareness, while nano creators are the most cost effective fuel for the paid media pipeline.
- Comedy cuts through, humorous, relatable content consistently ranked among the best performers, proving that levity and product messaging aren’t mutually exclusive.
- Rich storytelling drives brand love: when audiences are already invested in a creator’s journey, Flo becomes part of that story rather than an interruption to it.
