Why this diet app is suddenly climbing the charts

An insane App Store climb –> 405 places in less than 20 days.

The one TikTok hook that made this app’s comeback:

There’s a new Cal AI. Well, not totally new. This app was actually released in 2019. Until recently, no one had heard of them, but 30 days ago, they woke up from the dead.

The app “Zoe” does personalized diets, including an at-home test kit for indicators like blood sugar, blood fat, and gut microbiome. The website boasts that it’s like “having a personal nutrition coach in your pocket.“

It’s not their first rodeo on social media marketing:

YouTube channel – 767K followers, nutrition expert content

Instagram account – 740K, mostly clips and promo for YouTube channel

They had a huge following, but why weren’t they converting?

None of their content had any connection to an app download CTA. While this is important for brand awareness and recognition, it fails to turn into actual $$$.

So here’s what they did:

At the end of April, they started running a network of ambassadors on TikTok & Reels. Five in total (each running accounts on both platforms). They also returned to their main TikTok brand account: (tt@join_zoe)

(check out all of the accounts here)

https://app.shortimize.com/c/2b109HUZttQAZH

This hook got them the most viral video so far:

“just because it’s from Whole Foods doesn’t mean it’s whole foods.”

2.2M views… so they repeated the same format 11 days later and got another 1.3M views straight away.