Woman lying on a gray couch with legs up the wall, holding a phone showing the Sharecare "UNWINDING ANXIETY" app
Submitted by Sway Group

Health & Wellness Case Study: Sharecare

Sway Group ran influencer programs for Sharecare's Unwinding Anxiety and Unwinding by Sharecare apps across Instagram and TikTok, reporting 2M Actual Impressions.

494KTikTok views
15Kclicks to landing page
1Kcomments and replies
45Kengagements

Case in 60 seconds

Sharecare needed to launch the new Unwinding by Sharecare app while raising engagement and downloads for the existing Unwinding Anxiety app, both of which ask audiences to trust a digital product with their mental health.

The campaign appears to turn on credibility rather than reach, because mental health claims are tested against lived experience, so creators who already discuss anxiety on their own channels could vouch for the apps in a way brand messaging cannot.

Sway Group treated honesty as the organizing thesis, casting macro and micro influencers who already talk about mental health so the apps arrived inside an existing personal conversation rather than as an interruption to it.

Two programs ran across in-feed Instagram posts pairing images with personal stories and key messages in captions, plus Instagram Stories and TikTok videos where creators showed or explained how the apps work, with calls to action to the Unwinding Anxiety or Unwinding by Sharecare e-commerce site to learn more and download.

Sway Group reports 2M Actual Impressions, 494K TikTok Views, 45K Engagements, 28K Likes, 15K Clicks to Landing Page and 1K Comments & Replies, and states the work surpassed the base engagement goal and generated awareness for both apps.

Strategy Breakdown

People looking to manage their mental health, specifically stress and anxiety, through the Unwinding Anxiety and Unwinding by Sharecare apps.
Mental health is discussed openly on social platforms yet remains personal, so a branded app entering that conversation risks reading as commercial intrusion unless the person introducing it has a stake in the subject.
Digital therapeutics have to be explained before they can be downloaded, which is why Sway Group used Stories and TikTok video to show or explain how the apps work rather than relying on a single static claim.
Sharecare positioned its apps as tools people use to manage or reduce stress and anxiety, and the quoted client frames the creative as illustrating the value and benefits its digital therapeutics provide to users.
Based on the available evidence, the campaign assumed audiences act on a demonstrated personal routine rather than on a product description, which is why creators spoke to their own use of the apps before directing traffic to the download.

Creative & Execution System

Assets & channels

  • Instagram
  • TikTok
  • Instagram Stories
  • TikTok videos
  • in-feed Instagram posts

Partners

  • Sway Group

Creator role

  • a diverse group of macro and micro influencers who already talk about mental health on their channels

Results & Evidence

MetricValue
TikTok Views494K TikTok Views
Clicks to Landing Page15K Clicks to Landing Page
Comments and Replies1K Comments & Replies
Engagements45K Engagements
Impressions2M Actual Impressions
Likes28K Likes

Why Sway Group's strategy worked

  1. 1

    Casting for existing subject-matter conversation rather than follower scale gives a sensitive category its permission to speak, because a creator who already posts about anxiety has an audience that has opted into the topic.

  2. 2

    Splitting formats by job rather than by platform habit lets static in-feed posts carry the personal story in the caption while Stories and TikTok video demonstrate the product, which suits an app whose value is hard to convey in a single image.

  3. 3

    Running two apps through one creator cohort appears to let an established product carry a launch, because the same voices could speak to Unwinding Anxiety from experience while introducing Unwinding by Sharecare.

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