Background:
J&J's Human Performance Institute is behind the research done around H.I.I.T., aka, the 7 Minute Workout. However, when they launched their official 7 Minute Workout app, there were already over 100 apps on Apple's AppStore. The same is true in the Android store. 

This project was two-fold. 1) Website content and 2) Content strategy and actually writing the articles to generate awareness for the official app. 

Results:

In six months, the app went from #100 to #1 with over 2 million downloads.