A health and fitness app · B2C · SteelAlive client
Run dozens of branded Instagram accounts that comment on viral Reels in your niche
~300K comments brought ~7K clicks; 4x return projected halfway through
Workedorganic-socialproduct-virality
What they did
Create accounts branded as an official sub-page, intern or co-founder of the app, with the App Store (or brand page) as the link or mention in bio. Warm each up so its Reels feed shows trending content in the target niche, using AI prompts that analyze videos and engage with fitting ones and skip the rest. AI also scans comment sections: skip videos full of irrelevant comments, reply where people are actively engaged, and reply only to people who ask questions or give opinions (not 'thanks for the video'). Comments must be context-dependent, never copy-pasted promotion; run several sub-campaigns with different angles. Funnel: comment -> reply or profile visit -> link in bio -> App Store. Most results come from a small share of comments that get exposure.
What happened
For a US health app: about 300,000 comments produced about 7,000 clicks at the halfway point, with a projected 4x return. Early on comments went nowhere until angles were changed completely.
- Stage
- Scale (scaled campaign)
- Effort
- ~300,000 comments over half a campaign on up to 60 phones
In their words
The Superwall Podcast · Ivan Peskov & Nicholas Tsvietkov -The App Marketing Strategy No One Talks About“we warm up the accounts using AI filters. So we basically set up this prompts, the system that analyzes the videos, what's going on in them, and it finds the videos that are the right fit.”
“We only target people who actively engage, who ask questions or state their opinions, and so on.”
“The campaign that we run is USA-based health care app, so it's about fitness. It's about nutrition. It's about sleep quality.”
“So in the beginning, you basically like you post comments and you get nowhere. And so you have to iterate, you have to change angles completely”
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