THE PROBLEM:
Pick’em relied heavily on paid social for brand awareness
Meta CPMs averaged around $6 and TikTok CPMs around $4, meaning scale was directly tied to increasing spend. As budgets increased, creative fatigue began limiting efficiency, making it harder to sustain performance.
The Challenge
Drive mass awareness while decreasing paid spend and sustainably beat paid CPM benchmarks at scale.
The most efficient and scalable top-of-funnel brand awareness in the company’s history:
20M+ total views were generated organically at an average $0.40 CPM, 10x cheaper than previous paid benchmarks. Achieving the same level of reach through paid media would have cost significantly more.
What This Proved
Creator-led organic content can function as a true top-of-funnel growth channel. UGC can evolve from a branding experiment into a performance-driven awareness engine, enabling massive reach without scaling paid spend.
Some Videos:
461k views
20k likes
26 comments
189k views
12.4k likes
274 comments
86k views
4.4k likes
30 comments
