Volume As The Strategy, Not The Side Effect
Studley AI helps students study from their own course material. Its buyers are students, who are reachable in enormous numbers but almost impossible to target by interest. Instead of guessing which creators would land, the account hired 2,134 of them and let the volume find the pockets that worked.
Barriers
- A student audience that is cheap to reach and expensive to target precisely.
- Seasonality: demand collapses outside term time.
- A low price point, so the cost per install has to stay very low to work.
Approach
- Hire extremely wide, then read the results rather than pre-selecting creators.
- Let each creator run their own angle instead of issuing one script.
- Keep the roster open so new creators can replace ones that stop performing.
- Concentrate spend into the study seasons rather than spreading it flat.
Results
- 633M views
- 67,174 videos
- 2,134 creators hired
- $0.73 CPM
- Ten month campaign, still running
Conclusion
When an audience is impossible to target, roster size becomes the targeting. Studley AI did not pick the winning creators up front. It hired enough of them that the winners identified themselves, then kept paying the ones that worked.
