Counter AI | Content Marketing + UGC

Client: Counter AI, a calorie tracking and nutrition app

Role: Paid Media & Social Media Strategist + Content Marketing

Work Completed: I developed and executed a comprehensive paid media and social media strategy for Counter AI, focusing on creating engaging content that resonated with early adopters and health-conscious audiences.

To increase brand awareness and attract early adopters for Counter AI through paid media and organic social, while building a scalable content strategy that could drive consistent engagement and position the app competitively in the fitness tech space.

Conducted a deep-dive brand analysis to identify Counter AI’s strengths, weaknesses, opportunities, and threats within the competitive fitness app space.

Developed detailed audience personas (Gen Z and Millennial fitness enthusiasts) to align messaging and creative with user needs and motivations.

Planned and executed campaigns to drive awareness, engagement, and early adoption, while building a repeatable content pillar framework to ensure consistency, relevance, and scalability across TikTok and Instagram.

Achieved strong organic growth, proving the effectiveness of the content pillar and persona-driven strategy.

One video went viral organically with 16.6K+ views, while others consistently reached 5K–10K views.

Significant increase in profile visits and comments from interested early adopters.

Positive feedback from viewers such as “This is exactly what I needed for counting macros.”

Delivered a repeatable content system that Counter AI can scale for long-term growth.

Backed with certifications in Google Ads, Meta Ads Digital Marketing, and HubSpot Inbound Marketing, I combined paid media expertise with a social-first content strategy to build awareness and engage early adopters. This included developing a repeatable content pillar framework, creating customer personas to guide messaging, and producing organic, platform-native video content that showcased Counter AI’s value in a relatable way. I also conducted a SWOT analysis to identify opportunities for growth and ensure the app stood out in a highly competitive fitness market.