Trendy reels
We tested trend-led short videos alongside the other formats to see how the new account's audience responded.
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Luna Herz / Glow Plate
A new AI persona. An organic audience in 21 days.
How we built a TikTok presence from scratch to support a women's health and wellness app.
21 days
Launch period
823
TikTok followers
48.3K
Account likes
236.7K
Views on one carousel
Client overview
Build attention before leading with the app.
Glow Plate is a health and wellness app targeting women. The client approached us to create a new social media presence and reach as many relevant people organically as possible to promote the app.
We chose to build that presence around a person rather than an app-branded page. Luna Herz became the AI-created wellness persona at the center of the account: a recognizable face for food, health and everyday wellbeing content.
Visit @gesundmitluna ↗- Brand
- Glow Plate
- Social persona
- Luna Herz
- Industry
- Health & wellness
- Audience
- Women; German-language content
- Platform
- TikTok
- Service
- Strategy, AI persona development and content creation
- Launch period
- Approximately 21 days
The goal
Reach the right people, starting from zero.
The goal was to build organic visibility quickly for Glow Plate. With a new account and no existing audience, we needed to find content formats that women interested in health and wellness would watch, save and share.
Our approach
Research. Test. Double down.
- 01
Research the niche
We researched popular content formats in the niche and identified ideas to test with the new account.
- 02
Create the persona
We created Luna Herz as an AI influencer, giving the account a personal identity instead of centering it on the app itself.
- 03
Test different formats
We tested trendy reels, ingredient-by-ingredient carousels and realistic content, rather than committing to one format at the start.
- 04
Double down on what worked
As results came in, we focused on the formats that performed. Food inspiration carousels generated substantial views, saves and shares, and gave us a direction to build on.
Formats tested
Different formats. One new account.
One ingredient at a time
We tested an ingredient-by-ingredient carousel, breaking the idea into a sequence viewers could swipe through.
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One ingredient at a time, example 1
Open post on TikTok ↗Realistic content
We also tested a more realistic visual direction for the AI persona, comparing it with the trend-led videos and carousel ideas.
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Realistic content, example 1
Open post on TikTok ↗Realistic content, example 2
Open post on TikTok ↗Realistic content, example 3
Open post on TikTok ↗Results
From a new account to content people saved.
In approximately 21 days, the new account reached 823 followers and 48.3K likes. The strongest documented post, a healthy snack inspiration carousel, reached 236.7K views, 18K likes, 1,533 shares and 12K saves.
274.8K
Post views
October 19–25
1.8K
Profile views
October 19–25
1.6K
Shares
October 19–25
The snack carousel's audience was 85% women and 88.9% based in Germany. The account-wide viewer report separately showed 89.2% of viewers in Germany, connecting the reach to the market the content was designed for.
Results are captured in the supplied October 2026 screenshots. Account totals, seven-day analytics and individual post snapshots have different reporting windows and are shown separately.
Featured posts
The carousel format in action.
A selection of the food inspiration posts, with their recorded performance. Each post can be explored below or opened on TikTok.
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Luna Herz: Healthy breakfast inspiration
38.5K views · 2,877 likes · 2,078 saves
Open post on TikTok ↗Results screenshots
The numbers behind the launch.
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The new account
823 followers and 48.3K account likes
One week of momentum
274.8K post views, October 19–25
A German audience
89.2% of viewers in Germany
Healthy snack inspiration
236.7K views, 18K likes and 12K saves
Reaching the intended audience
Snack viewers: 85% women, 88.9% Germany
Healthy dessert inspiration
73.9K views and 3,797 saves
Healthy drink inspiration
37.9K views and 1,961 saves
Healthy breakfast inspiration
38.5K views and 2,078 saves
Seasonal food inspiration
33.4K views and 1,829 saves
Dairy-free dessert inspiration
40K views and 2,372 saves
Healthy smoothie inspiration
35.7K views and 1,848 saves
What we learned
The persona opened the door. Testing found the format.
Creating Luna gave the app a personal way to show up online. Testing several formats helped us identify what resonated, and doubling down on the strongest ideas turned that early response into repeatable content.
The result was an audience foundation for Glow Plate in under a month, with food inspiration posts earning both discovery and saves.