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Kurve x Sweatcoin - Building a creative-first TikTok strategy

Finalist in User-Generated Content


Sweatcoin is a free app that encourages users to stay healthy by rewarding daily steps with a new-generation digital currency. Sweatcoins can be spent on cool products or donated to charity, helping users become 20% more active each day, even after six months using the app. 

For the past three years, Sweatcoin has been working with Kurve with the goal of scaling up from a challenger brand to a leader in the health and fitness category. 

Having already reached incredible milestones such as becoming the number 1 health and fitness app in the UK and in over 148 countries, at the outset of 2023 Sweatcoin had the ambitious goal of further increasing its user-base and expanding into several new markets.

Kurve and Sweatcoin worked together to build a creative-first, data-led strategy that leveraged user generated content, primarily on TikTok. This approach allowed the brand to keep amplifying their message and reach a massive, global audience while hitting crucial CPI goals.

With over 150 million registered users, this year Sweatcoin continues to hold the title of fastest-growing health and fitness app in history.


Health and fitness are in the top TikTok trends among Gen Z, the platform’s largest demographic. 

Reflecting Gen Z’s preference for genuine, unfiltered content with a native feel, our team chose to harness the power of user-generated TikTok creatives to increase Sweatcoin’s reach and engagement.

The first benefit of letting TikTok users make their own content was that it drove down Sweatcoin’s creative costs. The second advantage was that it helped generate viral growth loops and increase visibility not only in target expansion markets but also worldwide, thanks to the platform’s unconnected distribution model. 

We used a small number of Spark Ads while keeping the majority of videos as In-Feed Ads. This was key for Sweatcoin to grow whilst enhancing cost-effectiveness. Having control on creatives and costs was critical due to the scale and reach of the brand’s campaigns: since October 2022 until today, we have deployed over 700 creatives in 23 languages, sourced in house or via collaborations.

TikTok UGC also enabled us to leverage the platform’s interest-driven algorithmic targeting and identify the content that achieved the best results in terms of key performance metrics (CPM, CTR, Average View Time etc.). This helped us evaluate the effectiveness of each creative and implement this strategy across channels including Facebook, Snapchat and X.

This strategy allowed Sweatcoin to acquire around 2.2 million users on Facebook and 1.4 million on TikTok. 


So far, Sweatcoin has tracked 23 trillion steps, successfully helping millions of people adopt a healthier, more active lifestyle.

Over the course of 2022, Sweatcoin went from 40M to 120M users globally and became number 1 app in all categories across 68 countries. 

Currently reaching 150M users, during 2023 Sweatcoin has maintained the same hyper-growth pace and consistently improved efficiency in cost per install. Sweatcoin is still one of the fastest growing apps in the world.


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Entrant Company / Organization Name

Kurve, Sweatcoin


Entry Credits