ZOE

Summary

ZOE partners with Watertight for US launch

Product highlight: ZOE APP Launch

a free app to help people make better decisions about what they eat. Our job was to turn that into a daily habit, not a one time download. We built a creator first program across TikTok and Meta where influencer ads drove the majority of installs and consistently outperformed brand creative on cost, quality, and downstream revenue.

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What we've done

✦ Launched ZOE into the US market with a winning TikTok ZOE app campaign with over 18M+impressions and the lowest CPA vs any other media buying platform

✦ Generatied 2.5× more sales and +10% lift in paid ad performance from influencer-led creative versus brand-produced ads across the UK and US Market

✦ Double-digit lift in website traffic from influencer attiribution

✦ Influencer audiences converted more 4-month subscriptions than 1-month trials — showing that trusted, credible voices drive higher-value customers

✦ Scaled a global influencer ecosystem that now fuels acquisition, retention, and brand trust across markets

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From Influence to Users

To grow active users, we treated creators as the main distribution channel for a complex nutrition story. We found voices who could explain ZOE’s value in plain language, then gave them clear hooks, talking points, and calls to action that pointed directly into the app.

Creator led ads drove the majority of installs and delivered lower costs per result than non influencer creative. Event content and affiliate stories then became the next wave of assets, powering retargeting and education for people who had downloaded the app but were still figuring out how to use it.

What works

—Letting trusted creators carry complex nutrition stories that brand ads struggle to explain

— Running creator and non creator creative head to head, then shifting spend toward the assets that consistently win

— Using affiliates and events as always on content engines that feed paid and organic