This deck is a presentation given by Breathwrk's Head of Community/Education to On Deck Marketing to showcase how Breathwrk utilized organic virality on TikTok to inform paid advertising and grow a user base of over 2 million.

1. POV: You’re a Brand on TikTok
w/ Davi Brown
Head of Community and Education, Breathwrk

2. #1
App in breathing
20k+
5-star reviews
3.2M+
TikTok followers
The Remote Control To Your Nervous System
Fast Feel benefit in under 60s
Breathwrk’s mission is to improve global health through breathing. Our app
helps people improve their physical & mental state with science-backed
exercises to calm down, wake up, fall asleep & increase stamina.
Science Based
1.8M
users
40M+
Breaths taken
Rooted in clinical evidence
Ubiquitous Applications from rise until sleep
Accessible Requires no skill or experience
Quick
Stats

5. March 4th 2020 March 5th 2020

7. August 13th 2020
August 11th 2020 August 18th 2020
Breathwrk closes their
first round of funding

8. Organic
Tiktok profile
end of 2020

9. 2021 organic installs
Tiktok #linkinbio
Spark Ads

11. spark ads
● Organic to paid
○ Creative built to perform well organically AND as an ad
pushed from our page
○ Social equity - likes, engagement seen by viewer (ie instead
of 100 likes on a post there are 5k)
○ Before spark ads, ads on tiktok were not performing and
TikTok was struggling to monetize
■ posts were obviously ads and had no organic
interactions
○ ‘Make tiktoks, not ads’ - TikTok cracks the monetization
code
○ Most of our “explainer” type videos were designed with this
in mind. To run well organically and achieve low CPI as an
adw

12. the stuffy nose phenomenon
● tested public’s interest in an
exercise to unclog your nose and
it had a higher than avg propensity
for going viral than other
techniques
● design and publish Stuffy Nose
breath
Top searched keywords last 60 days (3/2/22)
● Stuffy Nose comment response
goes viral
● run as Spark Ad and vid becomes
our most viewed ever (35M)
● Inspires creative through agencies,
etc
● becomes most searched for breath
in app (for 3 months+)

13. ● Assessing our needs in light of tiktok/organic
influence on early growth and current goals
○ Community Management
○ Content Management
○ Content Creation
○ Creator Relationships
○ Channel expansion
■ Repurposing content
● The importance of finding someone who uses
TikTok and can craft/develop the voice of the brand
there while prioritizing high performing content
● Finding Layla (see 👉)
● Hiring a FT Social Media Manager (now)
growing the team

14. JAN-MAY 2022 tiktoks with over 1 million organic views
20 videos - 64.2M views

16. ● Goal = Growth
● KPIs
○ Installs
● Creating content for the #FYP b/c Views → Installs
○ Testing a lot of creative variations
○ Once one starts to track with an audience ‘test’ it over and over
■ Testing content that is too similar can come off as spam to the algorithm
○ Learn from your tests until you can boil the video down to aspects that may be
influencing its success
○ Continue to circulate in new content types to test as well
○ Typically there is
● Using and testing content made for TikTok on other channels
○ POVs from TikTok are some of our best Reels
○ Shorts
○ Ads
strategy

17. ● Our ‘recipe’ for success on TikTok (thus far)
○ Good/viral music
○ Shorter videos (6-14 seconds avg)
○ Loop
○ Comment response - A solution to someone’s problem
○ Red bubble breaths
■ Pain relief: Cramps, Headaches, etc
■ Lung checks/breath hold challenges
○ Sleep breaths (blue)
● How our strategy is evolving with revenue as the company goal
strategy cont’d

18. value of a comment
● A good (well seen/liked) comment goes a
long way
● Brands are paying for pinned comments
● You can also respond with a unique video to
any comment on the platform

19. working with
creators

21. ● #TikTokResumes
● Log-In SDK
● #LearnOnTikTok
● AAPI Month
● Jump Links
tiktok partnerships

22. ● In the beginning of the pandemic, tiktok
users began increasing at an
accelerated rate
○ Breathing exercises spiked during
pandemic
● Commercials (miller lite, burger king)
influenced by viral sounds
○ Mexican pizza (Doja + Taco Bell)
● The way we acquire songs as brands is
changing
● Language - short hand speech is
shifting quicker, led by the way Gen Z is
communicating on tiktok
● Workplace culture - mental health
issues have come to the forefront
tiktok and pop culture

23. Thank you!
davi@breathwrk.com
linkedin.com/davibrown