What changes when a creator already loves the product? The Way found the right match through Twirl and turned a genuine experience into UGC that started driving app installs in week one.
October 7, 2026
Company Name: The Way
Industry: Wellness
The Way is a meditation app helping people build a deeper, more consistent practice. Every session is guided by Henry Shukman, an authorised Zen Master with more than 35 years of meditation experience.
The app follows one structured pathway rather than a library of unrelated sessions. This gives users clear guidance on what to practise each day, making meditation easier to continue and fit into everyday life.
The Way wanted to bring their unique approach to meditation to a new audience, drive app installs and grow in app trial starts through Meta ads.
Their UGC campaign, “Do Less — 10 Minutes a Day”, was created for people who felt burnt out, too busy, stretched thin or too sceptical to think meditation was for them. It needed to show that finding a bit of space did not require a complete lifestyle change. It could start with just 10 minutes in an otherwise busy day.
Zen Master Henry Shukman gives The Way authority, but the campaign needed the perspective of someone juggling the same pressures as their audience. UGC allowed the brand to share the experience through someone who had genuinely used the app and felt the difference, making the content feel like a personal recommendation rather than an advert.
Through Twirl's creator network, The Way discovered a creator who genuinely used and enjoyed the app, giving the campaign a real experience to build the story around and allowing the content to feel personal from the start.
The video followed a gradual transformation, opening with the creator feeling burnt out and stretched thin before showing the app becoming part of her day to day life. As the practice settled into her routine, the mood gradually became lighter and more present.
Throughout the content, the creator introduced The Way’s single guided path and showed how 10 minutes of meditation could fit into a busy routine, creating a clear and relatable story for the brand to use across Meta Ads.
The campaign generated app installs in its first week, bringing The Way to a wider audience through Meta Ads and showing how its single guided path could be communicated through a personal story rather than an expert explanation.
Because the creator genuinely used and enjoyed the app, her delivery felt natural and gave busy, burnt out viewers someone they could relate to. Combined with the “Do Less, 10 Minutes a Day” message, the content made meditation feel realistic for people who may not have considered it before, while still giving The Way’s product and brand the care they needed.
"Working with Twirl and a creator who genuinely loved The Way made all the difference, the story felt real and they took great care with our brand. It was important we had authentic content”
- Clarice, The Way
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