The problem
No structured, predictable user-acquisition system. No recurring revenue. Traffic came in unpredictable spikes.
- Why now
- The founder needed a channel that could turn a working product into paying users.
- What success meant
- Downloads that turn into MRR.
Objective
Primary objective
Downloads
Supporting metrics
- MRR
- Cost per download
What Plutus did
Creator system
Recruited and managed creators in the beauty and style space.
Testing system
Tested hooks and formats across two campaigns, a year apart.
Optimization system
Reused the winning formats in the second campaign.
The learning
The biggest lesson was that organic content could carry the growth on its own: 84% of downloads came from it. This let the founder come back for a second campaign instead of building a paid channel first.
What happened next
Came back for a second campaign a year later.
