Flo Health TikTok Campaign

Flo Health, a women's health app covering menstrual tracking through menopause, needed strong brand awareness and genuine engagement among women on TikTok, where health content must feel personal and credible to land. Personal health topics are sensitive, and a health app has to earn attention and trust in an entertainment-led feed without the content reading as a pharma-style ad. The insight was that health content works on TikTok when it comes from creators the audience already trusts, so creator selection against the app's female demographic was the lever.

House of Marketers ran a TikTok influencer campaign with 15 creators chosen for their relevance to Flo Health's target demographic, built around high engagement and broad reach among female users. The creators acted as demographically relevant voices making a women's health app feel personal and credible, keeping the brand present in the conversations its users already have about their bodies and life stages.

The bet was that demographic-matched creators would concentrate reach on the right audience and turn passive views into engagement, and in sensitive categories creator-led delivery is the mechanism that keeps app marketing personal rather than clinical. Activity ran on TikTok. House of Marketers reports 10.5M video views, more than 200K engagements and a 95% female audience reached, closely matching the app's core user base. Every figure comes from the agency's own page, with no launch date, market, spend or app-level outcomes such as downloads or retention disclosed, and none is independently verified.