Flo is the world’s leading women's health app, used by over 380 million people worldwide. As of November 2024, Flo has over 70 million monthly active users, making it a powerful force in the digital health space.
Role:
Content Strategy & Management
Industry:
Women's Health
Duration:
1 year
Challenges
As a market leader, Flo’s challenge wasn't brand awareness but delivering a constant stream of high-quality freemium content that would encourage users to covert to the paid subscription. The company needed a partner to:
Promote Monetization & Conversion: Launch a new in-app "stories" feature that was so valuable and engaging it would become a key driver for converting free users to a paid, premium plan.
Create Safe & Engaging Content: Produce daily stories that were educational, friendly, and not scary for a sensitive topic like pregnancy tracking.
Scale Content Production: Find, vet, and manage a team of specialized writers to produce a large volume of daily content for the app’s freemium and paid models.
Approach
Our approach was to act as an outsourced content leader, building a scalable and efficient content system from the ground up to support a major new product feature.
Team Building: We built a specialized team of over 20 writers with expertise in diverse topics like mental health, recipes, exercise, sexual health, and medical content to produce a daily stream of engaging stories.
Content Strategy: We led the full content strategy for the pregnancy track, fighting for important topics and collaborating with medical professionals to ensure accuracy and empathy.
End-to-End Management: We oversaw the entire story system, including editing every piece of content to ensure it was consistent, educational, and on-brand.
Results
The primary result of our work is the enduring legacy of the content system we built.
Sustainable Content System: The full story system we created is still a core feature of the Flo app, delivering a constant stream of content to millions of daily users.
Team & Resource Development: We successfully built, trained, and managed a diverse team of specialized writers, leaving behind a complete database of content creators for any future needs.
Future Plans
Our partnership with Flo was a fixed-term project. The project was successfully completed, and we transitioned the final system to the Flo team.
Conclusion
Our partnership with Flo demonstrates our ability to take on complex content challenges for a global brand. By building and managing a scalable content system, we not only supported the launch of a major new product feature but also left behind a lasting system that continues to serve millions of users daily.
