Top 7 TikTok and Instagram Campaigns in Health & Wellness That Went Viral

The health and wellness industry is flexing its muscles—literally and figuratively—growing at a staggering pace and capturing the attention of consumers in more ways than ever. In 2025, the global wellness market is expected to hit $568.41 billion, and social media platforms like TikTok and Instagram are at the forefront of this boom.

With health and beauty products making up nearly 80% of TikTok Shop sales, it’s clear that these platforms are no longer just places for selfies and viral dances—they’ve become major players in driving real business growth.

But here's the kicker: to stand out in this digital health revolution, brands need more than just a polished ad or catchy hashtag. They need authentic connections, smart influencer partnerships, and community-driven content that makes consumers feel like they're part of something bigger.

Enter the "Fueling Future Champions" campaign by ProYouth Nutrition, a perfect example of these emerging strategies in action. From building a community of young athletes to securing viral content and PR hits, this campaign shows how brands can take social media by storm.

Curious about how they pulled it off? Keep reading to discover how this campaign achieved such impressive results and explore some of the best TikTok and Instagram marketing campaigns shaping the health and wellness industry today.

1. Fueling Future Champions: ProYouth Nutrition’s Campaign Brings the Protein Power to Kids

ProYouth Nutrition burst onto the health food scene with a game-changing concept: protein bars made specifically for kids. Think of it as the superhero of snack time—except this one’s packing some serious nutritional muscle. And ProYouth’s marketing strategy? Just as powerful.

The brand’s approach was all about one thing: building a community. And what better way to build it than through the power of social media? The strategy was simple: create engaging, relatable content that resonated with young athletes and their parents on Instagram. This wasn't your typical “buy our protein bar” pitch; it was a full-on lifestyle brand built around health, motivation, and the thrill of the game.

Let’s break it down.

Strategic Execution

• Community-First Approach: The WeSwwim social media agency, the agency responsible for the campaign, didn’t just push out content—they became a part of their audience’s daily lives. With a mix of health tips, sporting motivation, and easy recipes, they spoke directly to their community. This helped ProYouth build a loyal following while keeping things fun and engaging.

• Influencer Power: When you’ve got Team GB Freestyle Kayaker and two-time World Champion Ottilie Robinson-Shaw creating Instagram reels that go viral (we’re talking 59 million views on one!), you know you’re doing something right. The brand tapped into an influencer roster that was as dynamic as their target audience—young athletes with real clout. The results? Let’s just say that viral doesn’t even begin to cover it.

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A post shared by Ottilie Robinson-Shaw 🌟 (@ottiliekayaks)

• PR Strategy: It wasn’t just about influencers. ProYouth Nutrition earned their fair share of media buzz, landing features in The Daily Express, The Sun, The Metro, and beyond. With 91 million PR reach and 82 pieces of coverage, this campaign got eyes on it from every direction.

Impact

• Instagram followers skyrocketed by 133% YoY in 2021. That’s the kind of growth that makes you do a double-take.

• Over 41K engagements in 2021 proved that the campaign wasn’t just reaching people—it was resonating.

• PR reach of 91 million? That’s the kind of coverage that makes brands wish they had a seat at the table.

The success of ProYouth Nutrition’s campaign lies in how they made protein bars cool for kids. By blending influencer power, engaging content, and a heavy dose of PR magic, they didn’t just build brand awareness—they created a movement.

Discover the Best TikTok & Instagram Campaigns for Fitness & Nutrition Brands!

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2. Healthread: Building a Digital Support Network with Social Media Savvy

In a world where digital connections often feel more like empty likes than genuine support, Healthread has found its own niche. This app is all about fostering meaningful, peer-to-peer conversations for people facing similar health challenges.

The goal? To create an emotional and mental lifeline for users seeking a supportive community. But how does one get people to download a health app when they’re already overwhelmed with notifications? By using the most potent tool in the social media arsenal: authentic connection.

Strategic Execution

• Tailored Social Media Campaigns: Healthread knew the key to success wasn’t just pushing an app, but sharing a story. The team created content that spoke to the heart, tackling health challenges through relatable, empathetic messaging. Whether it was a post about mental health during isolation or tips for caregivers, every piece was designed to make people feel heard and supported. They didn’t just create content—they created conversation.

• Cross-Platform Presence: Instagram, LinkedIn, Twitter, Facebook—you name it, Healthread was there. They optimized each platform’s unique strengths. While Instagram got the visual love with stories and engaging posts, Facebook became a hub for more in-depth discussions.

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A post shared by Healthread (@healthread)

• Paid Ads with Purpose: It's no surprise that social ads played a crucial role in growing Healthread’s base. From Google to Instagram and Reddit, paid ads were strategically crafted to feel personal, not promotional. Ads weren’t thrown at users in a generic "click here for more" fashion—they felt like an invitation into a community. Tailored to each platform, Healthread’s ads maintained the same empathetic, supportive tone, ensuring users saw messages that resonated with their individual struggles.

Results That Speak Volumes

• 16K+ Users in Two Years: From zero to 16,000 sign-ups and counting, Healthread’s social media strategies didn’t just create awareness—they built a movement. People felt connected, supported, and compelled to share their experiences.

• 87K+ App Installs: With an average click-through rate of 2.3%, their paid social campaigns clearly weren’t just getting eyeballs—they were driving action.

Healthread’s success isn’t just a numbers game. It’s about the human connections they cultivated through social media. Whether it was organic social content or paid ads, every touchpoint felt like part of a larger conversation—one that made people feel seen.

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3. How One A Day Turned TikTok Into a Dance Party for Your Health

Who says TikTok is only for teenagers perfecting their dance moves and lip-syncing to viral hits? Bayer’s One A Day Vitamin campaign proved that everyone can get in on the TikTok fun—even the 50+ crowd. In fact, they made it look so cool that it’s hard to believe vitamins were the star of the show. Enter: the Teach Me How to Gummy dance challenge.

Strategic Execution

• Targeting the 50+ Audience on TikTok: TikTok might be the platform of choice for Gen Z, but Bayer and Linqia knew there was a hidden treasure trove of TikTok users aged 50+. So, how do you reach an audience that’s usually side-stepping the “youthful” dance challenges? By leaning into nostalgia and music that resonates with them. Remixing the 90s hit “Teach Me How to Dougie,” Bayer created a new anthem: “Teach Me How to Gummy.”

• Influencer Magic: The campaign wasn’t just about throwing a random vitamin into the TikTok feed. No, Bayer partnered with iconic creators like Alfonso Ribeiro—aka Carlton from The Fresh Prince of Bel-Air—and seven other influencers who brought their energy and authenticity to the challenge. These weren’t just influencers, these were trusted faces who made taking your vitamins look as fun as any viral trend.

@alfonsoribeiro #OneADayPartner has me feeling EXTRA! @oneaday_us and me can't wait to see all of your dance moves! Show us!  #TeachMeHowToGummy #duet #myonebody #ad ♬ original sound - Alfonso Ribeiro

• A Dance With Purpose: TikTok isn’t just about showing off cool moves, it’s about getting involved and participating. And the Teach Me How to Gummy challenge wasn’t just a performance—it invited audiences to join in, take their vitamins, and show off their moves. The result? A viral dance challenge that turned a health product into a must-have.

Results That Dance Off the Screen

• 41.5% View-Through Rate: This number is dancing way above TikTok’s average, which sits at 32.2%. When your content outperforms the platform's own benchmarks, you’re clearly onto something.

• 102% Increase in Mentions: People were talking. And when people talk, it’s because they feel connected—whether to the campaign, the influencers, or the product itself.

• $2.8 Million Carted Value: The campaign didn’t just get likes—it drove real e-commerce activity. This isn’t your average “I liked it” kind of success. It’s “I liked it, I’m buying it” success.

The Teach Me How to Gummy campaign is a prime example of how TikTok can break the age barrier, making the 50+ demographic feel just as trendy as their younger counterparts. With a clever mix of influencer power, nostalgia, and fun, Bayer not only increased awareness but also fostered brand love.

See the Best TikTok & Instagram Campaigns That Are Boosting Supplement Brands!

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4. GreenAware: Turning Sustainability into TikTok Gold

Sustainability is often seen as a serious topic, but GreenAware flipped that notion on its head by infusing humor, light-heartedness, and entertainment into their TikTok campaign. Their mission was simple: make sustainable living easy, accessible, and—wait for it—fun. And the secret ingredient? TikTok.

Strategic Execution

• Purposeful Content, Not Just Trends: While many brands start by chasing the latest viral trend and try to squeeze their message into it, GreenAware took the smarter route. They defined three key content categories before diving into TikTok: awareness (showing off their sustainable products), informational (teaching consumers how to use them), and fan-building (where memes and trends came into play). This made sure the brand's message didn’t get lost in the noise, but rather, it blended perfectly with TikTok's entertaining environment.

• Leaning Into TikTok's Entertainment Value: TikTok isn’t just about selling; it’s about creating content that people want to watch. GreenAware made cleaning and sustainability sound fun by tapping into TikTok's lighter side. The key? They didn’t take themselves too seriously. Whether it was using memes, playful challenges, or making a game out of "how to change the bins," they made sustainable living seem less like a chore and more like a good time. They understood that on TikTok, fun and engagement go hand in hand.

@getgreenaware Eco-friendly, sustainable, AND available in stores?? Take my money 🤑#getgreenaware #greenaware #sustainable #ecofriendly #zerowaste ♬ original sound - I Green Screen Things

• Spark Ads for Amplified Reach: With the goal of boosting awareness, GreenAware leaned into TikTok’s Spark Ads, which are designed to amplify high-performing organic content. By combining creativity with strategic targeting, they ensured their message reached a wide audience. The TikTok algorithm rewarded their consistency, pushing their content to the right people at the right time. It wasn’t just about views—it was about real engagement and connection.

Results That Speak for Themselves

• 53%+ Video Views: GreenAware saw a massive increase in video views—proof that their content hit the mark in terms of both quality and relevance.

• 36% Completed Video Views: Not only were people watching, but they were sticking around to see more. This completion rate shows a high level of engagement, essential for brand recall.

• 65%+ Profile Visits: This wasn't just a passing glance. Their audience wanted more. Profile visits shot up, suggesting that GreenAware’s TikTok strategy successfully piqued curiosity and prompted users to learn more.

GreenAware’s TikTok campaign wasn’t just about increasing brand awareness—it was about shifting perceptions of sustainability and proving that eco-friendly doesn’t have to be boring. By blending entertainment with purpose and using Spark Ads to amplify their reach, they didn’t just get followers—they built a community of engaged fans.

Their campaign proved that a little fun, combined with a strong, clear message, can make even the smallest steps towards a greener future feel like a movement. The takeaway? Sustainability is cool, and TikTok is a perfect place to make it go viral.

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5. Berberine: The TikTok Supplement Taking the Weight Loss World by Storm

In the world of weight loss, trends come and go faster than you can say "keto," but one supplement is currently making waves in a way that would make even Dr. Oz proud. Enter Berberine—dubbed “Nature’s Ozempic” and the latest ingredient to ride the TikTok wave straight into the health and wellness spotlight.

From social media influencers to explosive sales figures, this supplement has become the latest must-have on the market, largely due to its TikTok-powered rise to fame.

Strategic Execution

• Influencers as Modern-Day Experts: TikTok’s powerful algorithm doesn’t just help dances go viral; it’s a new home for health advice, often with influencers acting as the modern-day gurus. TikTokers endorsed Berberine as a weight-loss miracle, the supplement brand behind the craze. The platform's bite-sized videos allowed influencers to showcase their weight loss journeys, quickly sparking a viral “Nature’s Ozempic” trend among viewers eager to jump on the next health fad.

@caseyshaw725 Sharing my weight loss experience with Berberine so far #berberine #weightloss #weightlosscheck ♬ original sound - Casey

• Perceived Authenticity: Unlike the well-polished advertising campaigns of pharmaceutical companies, TikTok influencers often carry a more relatable, “authentic” aura. Their content, whether it’s a quick testimonial, before-and-after shots, or simply sharing their personal stories, resonates deeply with followers. After all, they’re just regular people like you and me, right? This perceived authenticity is exactly what drives people to buy into the next trending supplement—whether it’s a proven solution or the latest passing craze.

• FOMO and the Echo Chamber Effect: As Berberine started gaining traction, users flocked to TikTok to learn about its supposed benefits, feeding into a cycle of confirmation bias. The more people saw their favorite influencers rave about the “miracle in a bottle,” the more compelled they felt to try it themselves. And let’s face it, in today’s culture of “FOMO,” it’s hard to resist when your feed is flooded with success stories and rave reviews.

Results That Speak for Themselves

Berberine’s rise can be directly attributed to the power of influencer marketing on TikTok. A 165% increase in sales in just a quarter is no small feat, and it’s a testament to the influence social media holds over consumer behavior today.

Berberine’s rise is a textbook example of how TikTok has transformed the way we discover and consume health supplements. Influencers, with their authentic appeal and trust-building content, have made “Nature’s Ozempic” the latest must-have for anyone looking to shed a few pounds—or just jump on the next big health trend.

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6. Air Doctor: Navigating Success with TikTok's Full Funnel Approach

When you're a travel tech startup like Air Doctor, introducing a brand-new health service for travelers, getting noticed on TikTok isn't just about going viral—it’s about building trust, engaging your audience, and most importantly, driving real action. Air Doctor’s TikTok campaign didn’t just check those boxes—it obliterated them.

Strategic Execution

• A Full Funnel Strategy: Air Doctor didn’t simply dive into TikTok with a scattershot approach. They embraced a full funnel strategy that moved audiences from awareness to installation. This wasn’t about simply getting eyes on the brand—it was about converting that attention into real, measurable results. Using TikTok’s various product solutions, Air Doctor aimed to engage users from their first interaction all the way through to their app installs.

• Creative Partnerships: For a fresh brand like Air Doctor, the key challenge was figuring out how to communicate a complex health service in a fun, engaging way. Enter TikTok's Creative Exchange (TTCX) program. By partnering with local German creators, Air Doctor brought fresh and authentic content to life. One creator showcased performance-driven content, while another captured real-life travel footage in Los Angeles. These diverse storytelling techniques helped create a relatable narrative for the German travel community, a crucial audience for the brand.

@airdoctorapp Mit Air Doctor sorgenfrei um die Welt reisen, von Tokio bis Paris. #reisen #reisenumdiewelt #reise #traveltiktok #bucketlist #airdoctor #airdoctorapp #reisenmachtglücklich #fyp #app #airport #vacation #reisende #germany #german #germany🇩🇪 #tiktokgermany #musthave #musthaveapps ♬ Pieces (Solo Piano Version) - Danilo Stankovic

• Story Selection & Interactive Content: With a cool and interactive Story Selection video, Air Doctor transported TikTok users on a virtual journey to Los Angeles. Through this video, users witnessed potential health mishaps while traveling—only to discover that Air Doctor had them covered. It was storytelling with a twist, and it worked like a charm. This wasn’t just another “use our app” pitch; it was a relatable adventure that built trust by showing how Air Doctor could solve real-life problems.

• Building Trust with Spark Ads: As a newcomer, Air Doctor needed to establish its credibility. So, they used Spark Ads to promote authentic user-generated content and spread the brand message. This helped them not only get noticed but be trusted by their audience—an essential move in a category where users might hesitate to trust a new service.

Results That Speak Volumes

• +300% Increase in App Installs: The full-funnel approach resulted in an explosion of app installs, with Air Doctor seeing a staggering 300% increase in daily installs. That’s no small feat—especially in a competitive market like travel tech.

• 3.7M Reach with 55% Drop in CPA: By strategically targeting German travel enthusiasts, Air Doctor reached 3.7 million people, and reduced their cost-per-acquisition (CPA) by 55%. Now that’s what we call efficiency!

• Engagement & Community Building: The campaign’s engagement was equally impressive, with the Story Selection video reaching over 55% of their target audience. Through their ongoing community interaction campaign, Air Doctor grew its follower base by 300x, turning passive viewers into brand advocates.

Air Doctor’s TikTok strategy is a textbook example of how to use the platform not just for brand awareness, but for building trust, fostering engagement, and driving real, tangible results.

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7. Actimel's TikTok Nostalgia Trip: A Fermented Success!

Ah, nostalgia. The secret ingredient that can turn even a simple fermented milk drink into a viral sensation. Enter Actimel, Danone’s iconic health beverage, which decided to take TikTok by storm with a campaign that not only made millennials feel like kids again but also boosted sales like never before.

The mission? Generate mass awareness, spark some fond memories, and—of course—bring that delicious dairy goodness into the social media spotlight.

Strategic Execution

• Nostalgia with a Twist: Actimel knew exactly how to hit the sweet spot for millennials—by tapping into their fond childhood memories. Working with TikTok creators like @adele_tsy, @achillemagic, @julia_nadal_, and @studiodanielle, Actimel got influencers to recreate those classic, “good old days” moments. The creators used humor, creativity, and a little wink to bring the brand back to the spotlight in a way that felt fresh and fun. It wasn’t just about the product; it was about feeling the product.

@adele_tsy #publicité Voyager en enfance avec Actimel ✈️ #PourquoiLeBuvezVous? ♬ son original - Adele_Tsy

• Top Feed and In-Feed Ads: Actimel wasn’t playing small ball here. The brand leveraged TikTok’s Top Feed feature, which ensures their ads are the first thing users see when they scroll through their feed. Talk about making an entrance. This was combined with In-Feed Ads optimized for video views, ensuring maximum exposure and engagement.

• Brand Safety: Brand safety is non-negotiable, and Actimel knew it. To ensure their campaign ran smoothly and maintained brand integrity, they partnered with TikTok’s Integral Ad Science (IAS), making sure their ads appeared in safe, suitable environments. The result? Not only did Actimel bring the nostalgia, but it also safeguarded its reputation while doing so.

Results That Speak for Themselves

• 42 Million Impressions: Talk about a big splash! Actimel’s TikTok campaign achieved a jaw-dropping 42 million impressions, with 98.9% of those being verified brand-safe. That’s some serious reach and solid brand protection.

• 30% Uplift in Sales: Nostalgia really does sell! The campaign resulted in a 30% sales increase, proving that a little bit of emotional connection goes a long way.

• 28.5% Increase in Ad Recall: With a 28.5% lift in ad recall, it’s safe to say Actimel didn’t just show up on TikTok—it made a lasting impression. Millennials remembered Actimel, and they were ready to grab a bottle.

Actimel’s TikTok campaign wasn’t just a hit—it was a masterclass in blending nostalgia, humor, and brand safety. By tapping into the power of memory and leveraging TikTok’s most engaging features, Actimel didn’t just raise awareness—it generated genuine excitement, boosted sales, and solidified its place in millennial hearts.

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Unlocking Health & Wellness Marketing on TikTok and Instagram

Health and wellness brands are making waves by embracing strategic approaches that prioritize authentic engagement, full-funnel marketing, and influencer collaborations. Key trends like leveraging nostalgia, building online communities, and utilizing data-driven tactics are proving to drive strong results.

The effectiveness of influencer partnerships remains undeniable, as they foster trust and relatability with consumers. Moving forward, brands must stay agile, continually experimenting with emerging trends to remain relevant in an ever-evolving digital landscape.

About the Author

Kalin Anastasov

Writer

Kalin Anastasov plays a pivotal role as an content manager and editor at Influencer Marketing Hub. He expertly applies his SEO and content writing experience to enhance each piece, ensuring it aligns with our guidelines and delivers unmatched quality to our readers.