Content Creator Activation
Kara Redman
CEO & Principal Brand Strategist @ Backroom
4mo
On the rise of AI knockoffs and the "beige industrial complex" eating real brands alive. Partnered with MarqVision to dig into what it means for the future of brand IP.
#marqvisionpartnerFreddie Chatt
Helping ecommerce brands turn SEO & AI Search into their growth engine
4mo
I've been reading MarqVision's 2026 Brand Integrity Report and the data hit different when you look at it through the SEO lens. Comment AI and I'll send it to you.
Key outcomes —
+120%
ICP downloads
+400%
total downloads
Tooling used —
- PassionFroot
- Influencer relationship management
- Content distribution & tracking
The challenge
An agency-led campaign to drive awareness for a new research report came back with mixed results: limited reach and word-of-mouth that just wasn't catching on with the target ICP, especially relative to what we were spending to get there. The instinct in moments like this is usually to optimize the existing approach, but I didn't think the agency model itself was the right tool for the job.
Strategy & execution
I made the call to replace the agency entirely, not tweak it.
Evaluated and replaced the underperforming agency model with a direct influencer-sourcing platform (Passionfroot), so we could identify and fund creators who actually matched the target ICP instead of a broad audience that happened to be available.
Built the campaign structure around generating authentic word-of-mouth, not paid placement. Reports don't spread because someone got paid to post about them, they spread because the right people genuinely think they're useful.
Established a repeatable framework for identifying, vetting, and compensating influencer partners, so this wasn't a one-off fix but a model the team could run again on future content cycles.
Results
Downloads from the target ICP increased 120%, and overall downloads increased 400%, while leaving behind a durable influencer partnership model for future content launches, not just a single good result.