Gamma
Showcasing the Magic of AI Across Social Media
Grant Lee
Founder & CEO
“1stCollab makes running a campaign with thousands of creators a breeze.”
Results
One year into the campaign
<$13
Organic CPM
31M+
Organic Views
1000+
Unique Creators
Sample Videos from the Campaign
The New Way to Make Presentations
Gamma is the world’s most popular AI presentation app, with over 50M users worldwide. Gamma is looking to unseat traditional presentation products like Powerpoint and Google Slides by making it effortless to create beautiful and effective presentations and websites.
Gamma saw incredible product adoption from the very beginning, but were looking to supercharge their growth with influencers. They had previously worked with a few AI focused agencies, but wanted a more streamlined process that could optimize their performance.
“We knew channels like TikTok and Instagram would be a great way to showcase the amazing presentations and content people were generating on Gamma.”
Gamma's Needs
“The ability to learn and scale quickly. Those were the most important things to me as I was evaluating solutions.”
Everyone makes presentations. On the bright side, that meant Gamma had a huge base of creators they could target–from productivity creators, to AI creators, to marketers and more. That said, a daunting challenge would be keeping these groups organized and making sure Gamma could gain learnings around which types of creators were most effective.
As they were thinking about the next stage of their influencer program, here were some of the capabilities they needed for their campaign:
Testing out a broad range of creators. Gamma wanted to try out a broad range of creator archetypes, get metrics around how different types of creators performed, and refine their target creators as they gained signal.
Scaling without additional time commitment. Gamma wanted a program that could scale to thousands of creators while spending no more than a few hours a week managing the campaign.
Hitting aggressive CPM targets. Performance and efficiency were critical and Gamma ultimately wanted to make sure that their budget was leading to positive ROI.
1stCollab’s Role
1stCollab is an AI-powered in-house influencer marketer that can run your influencer marketing campaigns in a way that maximizes ROI. Instead of hiring a team to expand their influencer efforts, Gamma brought on 1stCollab to help them learn, iterate, and expand.
Gamma spends less than an hour a week managing their influencer program with the help of 1stCollab. Less than a year into the partnership, here’s what 1stCollab has been able to achieve for Gamma:
Test and iterate on 15 different creator audiences. 1stCollab enables brands to A/B test different creator populations and briefs through “ad groups”. In the case of Gamma, they were able to test out a highly diverse population of creators to understand which populations performed best, enabling them to iterate and improve ROI over time.
6,000 creators sourced and outreached. 1stCollab was responsible for sourcing thousands of relevant creators for each of the creator populations Gamma was targeting, as well as outreaching, responding to questions, negotiating, and signing creators with the highest predicted ROI.
Fully execute campaigns across 1,000+ creators. 1stCollab handled all aspects of campaign execution such as facilitating multiple rounds of concept and content review with each creator, tracking real-time engagement and link click metrics, handling international payments with creators, and filling 1099s for US-based creators.
“I knew other brands had built huge in-house influencer teams to manage their influencer programs. I was thankful we could just use 1stCollab to do everything for us–it has saved me a lot of headache.”
Outcomes
“The results are impressive and I can’t wait to continue expanding the program and seeing how it drives our growth.”
Since starting their program, Gamma has increased their monthly spend on 1stCollab by 20x as they’ve continued to see positive results from influencers. Coming up on a year since they started their collaboration, Gamma has seen their product become the presentation and marketing tool of choice across social media, helping Gamma 5x their user base during that time.
Here are some of the impressive metrics behind the campaign:
31M+ organic views across YouTube, TikTok and Instagram. With such broad reach, almost any user interested in productivity tools has seen Gamma on social media.
1,000 unique creators posting about Gamma. The sheer number of different creators discussing Gamma helped give users the impression that everyone was using Gamma, encouraging users to at least check out Gamma to learn more.
<$13 CPM. Despite the massive scale of Gamma’s campaign, overall efficiency remained high, with Gamma seeing organic influencer CPMs that were on par with paid social CPMs.
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