Selling A Tool To People Who Learn From Creators
PagePilot turns a product link into a live Shopify page. The people who buy it do not read software review sites. They watch someone build a store on camera. So the campaign put the tool inside that content instead of buying ads against it.
Barriers
- A software buyer who ignores software marketing.
- A crowded category where every competitor makes the same claim.
- A founder-led team with no capacity to run a creator program by hand.
Approach
- Hire side hustle and store building creators, the ones the buyer already follows.
- Every creator hired through the marketplace, none of the reach borrowed from the brand's own accounts.
- Test in bursts rather than on a flat monthly retainer, then put budget behind the bursts that worked.
- Run 46,000 videos so the winning format is found rather than guessed.
Results
- 179M views
- 46,286 videos
- 194 creators hired, none of them the brand's own accounts
- $2.04 CPM at $7.39 per video
- Six month campaign, still running
Conclusion
Every creator on this account came through the marketplace. Nothing was carried over from an audience PagePilot already had, which means the cost per thousand views is the real number and not a flattering average. It sits at the efficient end of what a normal account pays.
