Intro

Our client was testing a start-up idea and needed more beta users. They wanted specific, niche, highly engaged segment of screenwriters.

So we coached them through a combined methodology -

• leveraging 20%+ click-through-rates from small-scale ads
• dozen+ influencer engagements under $100 each that resulted in bulk of new customers

The challenge

Our client was seeking a hyper-niche audience - and targeted ads could only bring them a few thousand new eyes at most.

They wanted to become recognizable in their niche, build trust, and give their product the best possible shot at working.

But they barely had a budget for one solid brand campaign - so we worked together on a better strategy. Overtaking a small corner of the internet.

The project

This project had two phases:

1. Cultural research based on social and search → Where we were able to accurately size their audience. We found out that most live across Reddit and Instagram, and they’re very tightly clustered, following a few hundreds of the same nano (sub 10k followers) influencers.
2. Influencer research, where we shared a list of 500 nano-influencers, ready to be engaged.

The reddit ads went amazing - with huge conversion numbers and tens of thousands of impressions on $200 investment. But that community was very small and finite - we needed to go broader.

So we leveraged our digital research tools to sample a few hundred individuals from the screenwriter niche on Instagram, and then looked at WHAT THEY FOLLOW. We were left with a bunch of expected content - and thousands of accounts we’ve never heard of, that had a few thousand followers each.

We’ve worked with our client to craft simple messaging and help them reach out to those tiny Instagram influencers. Most people they contacted never had a sponsored deal, and were happy to give a shoutout to our client FOR FREE.