House of Marketers, a global TikTok and paid social marketing agency, partnered with Pulsenmore to execute a comprehensive multi-country awareness campaign across TikTok, Meta, and Instagram. Designed to educate millennial mothers on the benefits of Pulsenmore’s at-home prenatal ultrasound device, the campaign introduced the brand to new audiences while driving high-intent engagement at scale.
Across the two-month activation, the campaign delivered 11,551 new followers, 5.7 million total video views, 3.8 million reach, and 166,404 engaged video views, identifying high-performing UGC assets that can be used in future product expansion efforts. It marked one of Pulsenmore’s strongest multi-market paid social initiatives, laying the groundwork for trust, familiarity, and brand recall ahead of broader availability.
Read Pulsenmore Influencer Campaign Case Study Here
The Campaign: Multi-Market Awareness & Pregnancy Education
Entering new English-speaking regions presented a unique challenge: audiences were unfamiliar with the concept of at-home ultrasound technology, and early sentiment revealed hesitations around product safety — a common reaction in medical-adjacent categories.
To overcome this, House of Marketers developed a paid social strategy purpose-built for trust building, education, and authentic storytelling.
Rather than relying on clinical production, the campaign leaned into relatable, creator-led explanations from real mothers — the voices modern pregnant consumers trust most. UGC creators documented their experiences with Pulsenmore, showing how the device fits into daily pregnancy routines and providing reassurance through clear demonstrations.
This approach helped the product feel less like a medical device and more like a supportive tool for expecting parents.
The campaign ran across eight markets — the UK, Ireland, Denmark, Sweden, Norway, the Netherlands, Australia, and New Zealand — ensuring broad reach among English-speaking mothers in varying stages of pregnancy awareness.
The Strategy: Building Trust Through Education and UGC
Medical innovations require clarity and comfort. To translate Pulsenmore’s technology into content mothers would engage with, House of Marketers created a multi-layered strategic framework:
1. Human-First Messaging
UGC creators served as guides, offering honest, experience-based introductions to the device. These creators became the bridge between the product’s healthcare roots and mothers’ everyday realities.
2. Early Reassurance to Combat Safety Concerns
Negative comments about safety led to faster-than-normal fatigue on TikTok. To address this, creators were instructed to introduce reassurance and clarity early in the video:
- What the device is
- How it works
- Why it’s safe
- The role of professional guidance
This improved retention, sentiment, and trust.
3. A Proven Creative Framework for Medical Products
The creative direction was intentionally grounded in simplicity and trust. Rather than scripted medical language, creators shared natural observations, small moments of reassurance, and brief demonstrations that felt genuinely useful. This tone allowed Pulsenmore to introduce a new prenatal device in a way that felt friendly rather than technical — helping audiences feel more confident engaging with the category.
4. Platform-Specific Strategy
TikTok for Trust & Community Building
UGC thrived here, generating cost-per-follower as low as $0.85 and strong thumbstop and hook rates. TikTok served as the primary driver of follower growth across all eight markets.
Meta for Wide-Scale Education
Meta delivered 143,388 ThruPlay views at <$0.01, making it the best platform for long-form explanation and high audience retention.
Instagram for Curiosity & Product Investigation
Instagram Reels and link-based placements delivered 11,485 link clicks at $0.06, making it the strongest channel for product exploration.
Together, the platforms formed a unified education funnel.
Now, Rare Beauty is still working on the same principles and winning the marketing game. Rare Beauty uses social search and storytelling with an ease that feels rare in itself.
As the House of Marketers’ Team defines it:
“When introducing a medical innovation, authenticity isn’t optional. It is the strategy. UGC allowed Pulsenmore to enter new markets through the voices mothers already trust.”
Read Pulsenmore Influencer Campaign Case Study Here
Campaign Outcomes in Detail
The campaign drove strong performance across every major objective:
11,551 Followers Across TikTok, Meta & Instagram. A unified English-speaking community was built in just two months.
166,404 Engaged Video Views, including:
- 143,388 Meta ThruPlays at less than $0.01 per view
- 23,016 TikTok Focused Views at effectively $0.00 per view
High-Performing UGC creators delivered top-tier performance. Follower CPFs reached as low as $0.93 across TikTok, Meta, and Instagram — far outperforming industry benchmarks.
Strong Meta Creative Performance
- The BBB-One video achieved high watch scores and positive comments
- Strong sentiment signals helped improve trust indicators
Instagram Click Efficiency
- 11,485 link clicks at $0.06
- 89,880 link clicks at $0.08
- Demonstrated high interest from mothers researching the brand
Breakthrough in Low-Awareness Markets
The brand established instant visibility across eight regions, a critical step toward building trust in a health-tech category.
Why It Matters for Health & Pregnancy Brands
Pulsenmore’s results highlight a fundamental shift in how medical-adjacent consumer products gain trust:
- UGC drives trust better than traditional medical advertising
- Mothers rely on TikTok and Instagram for pregnancy insights
- Short-form education beats long-form clinical content
- Algorithm-friendly, relatable content accelerates adoption
- Low-cost ThruPlay views are a powerful top-of-funnel tool
- Real mothers > polished production when explaining sensitive topics
Health and wellness technologies that use UGC and multi-platform storytelling consistently outperform traditional advertising benchmarks.
What Comes Next
Following the success of this multi-market campaign, House of Marketers continues to support Pulsenmore with performance optimisation, creative scaling, and future go-to-market strategies across international markets. As demand for pregnancy-safe, science-backed tools grows, UGC-led awareness will remain core to future expansion.
About House of Marketers
House of Marketers is a global TikTok and paid social marketing agency founded by early TikTok employees and official TikTok partners. The agency specialises in creator-led strategy, UGC production, TikTok ads management, and multi-market paid social campaigns for brands including Red Bull, Playtika, Badoo, HelloFresh, and more.
Learn more at houseofmarketers.com
Press Contact
House of Marketers Media Team
📧 newbusiness@houseofmarketers.com
📍 London, United Kingdom
House of Marketers (HOM) is a leading TikTok Marketing Agency. Our global agency was built by early TikTok Employees & TikTok Partners, which gives us the insider knowledge to help leading brands, like Redbull, Playtika, Badoo, and HelloFresh win on TikTok. Want us to convert more of Gen Z and Millennials with TikTok? Get in touch with our friendly team, here.