Consumer Health App – 726M views at a $1.34 CPM
Olive, the food and cosmetic ingredient scanner, built a roster of 441 creators inside the clean eating community and put 68,000 videos out over ten months. 726M views at a $1.34 CPM.
Table of Contents
Content From The Audience It Sells To
Olive scans a barcode and tells you what is actually in the product. Its buyers already live on TikTok, inside the clean eating community, and they trust other people in that community more than they trust an app store listing. So the roster was built out of that community rather than out of a general creator pool.
Barriers
- Paid social kept reaching shoppers who had never heard of the category.
- The audience trusts creators inside the community, not brand accounts.
- A handful of videos a month is not enough volume to find a format that works.
- Olive had no way to hire at the scale the channel needed.
Approach
- Recruit inside the niche: wellness, clean eating and holistic living creators, not general lifestyle.
- Hire wide rather than deep: 441 creators, almost all of them new to the brand.
- Ramp on evidence: the monthly creator budget grew from $17,100 in month one to $186,850 in month ten.
- Hold the cadence: 68,000 videos across the campaign.
Results
- 726M views
- 67,958 videos
- 441 creators hired
- $1.34 CPM at $13.98 per video
- Ten month campaign, still running
Conclusion
The three most watched videos on the account come from creators who were already part of the clean eating community before Olive hired them. That is the whole strategy in one line. Olive did not buy reach and hope it landed somewhere near its buyer. It hired the buyer's own community to make the content.