Work — Gerret Schnock

paid campaign

Chance AI · consumer app · US market · TikTok · February–August 2026

14.9Mviews 4.4M in the peak month. 614.8K shares.

$1.94blended CPM On $29K spend. Median video $4.26. Bought media runs $5–15.

2,292creator videos Briefed, approved and paid at $12.65 each.

30creators at once Peak roster, run alongside payment.

Campaign dashboard: 14.9M views, 2.0M engagement, 614.8K shares across 2,292 paid videos at a $1.94 average CPM.

The full run. Volume climbs from mid-April once the angle was working, then tapers as the roster wound down in August.

The campaign's top six posts ranked by views, from 1.0M down to 277K.

Where the reach came from. One creator produced three of the top four. Spotting that early and shifting budget behind it is where the gains are.

organic launch

My own app · organic distribution only · no media spend at any point

16,769users From short-form content alone, nothing paid behind it.

13,024in four weeks 78% of the total landed inside the first month.

$0media spend No ads, no creator fees, no boosted posts.

Cumulative new customers, launch to late September. One week in mid-July added 6,215 on its own. After the first month the curve settles into a slow steady climb.

This one is my own app rather than a client's, which is worth saying plainly. It proves something different: no brief to work from and no budget to hide behind, so the angle had to carry all of it. Same discipline as the campaign above, harder constraint — and the reason my first question is always what's already working in your category, not what you want to spend.

how it runs

[01]

angle

What already works in your category, and why the last attempt didn't. This moves the CPM more than the media buying does.

[02]

creators and briefs

Sourcing, vetting, and contracts covering usage rights and paid ads. Briefs written to be filmable without a kickoff call.

[03]

delivery and scale

Revisions, deadlines, payments. Then Spark Ads behind whatever breaks out, and the rest rotated off.

One thing I'd change next time: on that campaign I had reach and cost data but not attribution — the client held the conversion side. On a new campaign I'd want tracked links or codes in place from day one.

content i've made apps + software

145K App promotion ↗ 105K App promotion ↗ 97K App promotion ↗ Product promo ↗