A recovery app from 2021 is trying to revive growth with a new creator-led push.
Relay is built to help users quit lust and addiction-related habits. Last month, it reached $30K in MRR despite staying under 5K downloads.
After years of social media inactivity, the team restarted content at the end of February 2026 with a small UGC campaign.
The structure is simple: 8 ambassadors, each running both an Instagram and TikTok account, for a total of 16 creator accounts.
The content leans heavily on Christian “turn to God” content while also mixing in Gen Z internet language to make the videos feel more native.
So far, one creator stands out as the first to gain some virality.
@liz.improves reached 380K views and 4.3K bookmarks on March 3, 2026 with the hook: “We can all tell you still been gooning.”
She opens with a dramatic “we can tell” line, then starts listing the side effects of overdoing it, like bad skin and other visible signals. Throughout the video, she keeps shaking a pen in her hand, a small detail that likely helps hold attention. At the end, she transitions into the product with: “Let me show you what’s helped me quit it for good,” followed by the app demo.
She is also testing a variation where she cuts an orange during the video instead.
That detail matters because it shows the team is still experimenting. Right now, they seem to be leaning most heavily into the fruit-cutting visual, a format that first gained traction in study app content because it keeps viewers watching while the message plays out.
We covered that format here: https://www.socialgrowthengineers.com/new-studytok-format-you-wont-realize-is-sponsored
For an older app with existing revenue, that may be enough. The product is already proven on the monetization side. Now the question is whether this new UGC layer can turn into a repeatable growth channel.
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