Femtech · Global · Case study
Flo Health: cost per trial from $79 to $28 — inside a single campaign.
A femtech campaign bought on creators, with a reported CPM of $2.89 that includes boosted views, against an industry floor of $5 cited in Flo’s report.
The brief
Grow app installs with influencer marketing as the core strategy. Awareness and performance had to come from the same videos.
The buy
Every creator was priced from their real measured views × the campaign’s target CPM — never their asking price. 165 deals closed under that rule (according to Flo’s July 2025 report), each video shipping with a promo code + UTM.
The result
Cost per trial fell from $79.53 (cumulative, March to July 2024) to $28.51 (July to August 2024 block) within that single campaign. According to Flo’s July 2025 report, the 165 deals delivered 41.4K tracked installs. The $2.89 CPM is a reported CPM that includes boosted views, against an industry floor of $5 cited in that report.
“The campaign for Flo Health was a powerful blend of innovation and impact, driven entirely by a core influencer strategy, with no paid media or additional tactics. By relying solely on influencers to build brand awareness and drive performance, the campaign achieved scalable growth and impressive results.”
Josefine Östvik · Brand Community Lead, Flo Health
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