Align is a consumer app helping people improve their posture. The product was strong, but the marketing machine behind it wasn’t. Align knew TikTok could unlock explosive growth, but their early attempts felt random.

Align needed more than just micro creators posting videos. They needed a system that could turn viral reach into real growth, with control over who was actually seeing the content.

The Struggle Before Virality

Before working with Virality, Align faced three main problems:

Their micro influencer content performed decently, but audiences skewed heavily outside the USA.
They had no real way to verify creator demographics or control who was watching.
Downloads were unpredictable.

Micro influencers were ghosting, freelancer management was messy, and there was no clear system to funnel viral attention into meaningful app growth.

The Plan: Build a Private Creator Army

Virality immediately got to work building the foundation:
- Handpicked skilled faceless content creators and themepage owners with strong USA audiences, who use proxies to protect demographics long term
- Created a slideshow format content style that was already proven viral on TikTok
- Integrated Align's brand subtly into high-performing viral trends instead of forcing obvious ads
- Paid creators on a performance basis, rewarding reach that matched the right demographic

Instead of trying to reinvent the wheel, we plugged Align into the most viral formats on TikTok and engineered Align’s message into them naturally.

Launch and Early Momentum

The results showed fast:
- 1 million views in the first 17 hours
- 20.5 million hashtag views in the first two cycles
- 40 million total views on TikTok as of today (search #viralityalign

At first, general glow-up style slideshows delivered insane reach. But we noticed that downloads didn’t spike in sync with all viral videos. When creators focused on posture-specific transformations inside the viral formats, download intent was much stronger.

We adapted fast. We briefed creators to make posture more central to their stories without killing the natural viral flow and doubled down on the creators who consistently hit strong USA demo percentages