Flo Health

Flo Health came to Charlie Oscar with an ambitious goal: grow awareness of the Flo app across the US among women trying to conceive (TTC) and those navigating pregnancy.

But entering this category meant stepping into one of the most emotionally charged and deeply personal moments in people’s lives. Traditional product-first messaging risked feeling transactional in a space where audiences were craving empathy, reassurance, and genuine connection.

The challenge wasn’t simply driving awareness. It was building trust.

That meant creating a campaign capable of making Flo feel less like an app and more like a supportive companion throughout the unpredictable realities of fertility and pregnancy.

Rather than leading with product features or performance messaging, we built a creator-first strategy rooted in emotional storytelling.

At the centre sat the creative platform: “Through Every Ebb and Flo.”

The platform acknowledged an honest truth often missing from the category: neither TTC nor pregnancy follows a straight line. The campaign positioned Flo as a steady presence through every high, low, milestone, and setback women experience throughout the journey.

To bring the platform to life, we activated three distinct narrative lanes:

Emotional Storytelling

Creators shared deeply personal archival moments, reflections, and milestone content that documented the realities of pregnancy and conception journeys in an honest, emotionally resonant way.

Community & Humour

Relatable creator content leaned into the shared humour, “in-jokes,” and everyday chaos familiar to TTC and pregnancy communities, helping Flo connect through levity and cultural relevance.

Trust Through Lived Experience

Micro and nano creators embedded within real TTC and pregnancy communities delivered authentic recommendations and conversations that audiences trusted because they came from lived experience, not polished advertising.

Across Instagram, TikTok, and YouTube Shorts, 18 creators spanning macro, micro, and nano tiers produced over 80 pieces of content, creating a campaign ecosystem designed to drive both emotional connection and scalable performance.

Authenticity became the engine behind performance.

By prioritising creators already documenting their fertility and pregnancy journeys online, the campaign tapped into highly engaged communities where audiences were emotionally invested in the stories unfolding on screen.

Rather than interrupting those conversations, Flo became naturally integrated into them.

The strategy also created a balanced full-funnel ecosystem:

• Macro and micro creators drove broad reach and awareness
• Nano creators delivered efficient engagement and high-performing paid amplification assets
• Humour-led content improved shareability and community interaction
• Story-driven content strengthened long-term brand affinity

The result was a creator campaign that felt deeply human while delivering measurable commercial impact.