Volume As The Strategy
Some campaigns are about finding one format. This one was about running more of them than anyone else. 183,646 videos went out in eight months across 1,012 creators, split near evenly across three platforms, and almost none of it came from accounts the brand already owned.
Barriers
- A student audience that scrolls three platforms and trusts none of them equally.
- Cost per install had to come down, not stay flat while spend went up.
- No internal team could brief, chase and pay a thousand creators.
Approach
- Hire from the open marketplace: 1,012 creators, effectively none of them handles the brand already ran.
- Post everywhere the audience is, rather than picking one platform and hoping.
- Treat every video as a test and let the cost per thousand views settle the argument.
- Run payouts from one balance so a thousand contracts do not become a thousand invoices.
Results
- 810M views
- 183,646 videos
- 1,012 creators hired
- $0.57 CPM at $2.52 per video
- Eight month campaign
Conclusion
Nobody produces 183,000 videos by getting better at making videos. They do it by removing every step between deciding to hire a creator and that creator being paid. The output is the proof that the operating cost of a thousand-creator roster came close to zero.
