Comet struggled with slow, manual creator marketing processes - relying on Slack channels, per-creator contracts, scattered payments, and time-consuming manual filtering/shortlisting. This often meant campaigns took weeks to launch, added finance overhead, and made it hard to budget accurately or discover new audiences quickly - especially in the fast-moving AI space.
Comet adopted Passionfroot to centralize creator discovery, booking, and payments. The wallet simplified admin with one easy invoice, while Zest - the AI agent - quickly built campaign plans, refined budgets, and justified funding needs, cutting launch time from weeks to under a week and enabling scalable, low-friction access to new AI/tech audiences.
The Partner: Comet
Comet is an AI developer platform empowering teams to build, debug, evaluate, and monitor AI systems - including LLM apps, RAG, and agentic workflows. Trusted worldwide, it offers tools like Opik for open-source observability. Vincent Koc, AI Research Engineer and DevRel at Comet (San Francisco), focusing on creator marketing to drive awareness in the competitive AI space.
The Challenge
Comet needed a faster way to scale creator marketing to promote complex AI products to tech, AI, and developer audiences - especially amid rapid product iterations and tight launch timelines. Traditional approaches depended on manual outreach, Slack-managed relationships, lengthy contracting, and fragmented payments, often taking weeks before a campaign could go live.
When responsibilities landed on Vincent, he sought a scalable solution to discover fresh, non-saturated creators, test micro-creators quickly, and simplify budgeting for reach vs. quality. Key pain points: time-consuming manual filtering/shortlisting, per-creator contracts and scattered tiny payments, lack of centralized reporting, and accurate budgeting without heavy manual planning.
The Passionfroot Solution
As an existing Passionfroot creator, Vincent adopted the platform to manage Comet's creator campaigns efficiently. It delivered centralized creator inventory, streamlined discovery/booking, wallet-based payments, and analytics.
Key Benefits
- Speed to Launch - Cut campaign build and go-live from weeks of manual processes to days or under a week end-to-end.
- Simplified Payments & Admin - Wallet enables one loaded fund / consolidated invoice; eliminates individual contracts, tiny scattered payments, and finance back-and-forth.
- Centralized Management - Replaced fragmented tools (Slack, Trello/Kanban notes) with one platform for discovery, shortlisting, direct pitches, and unified reporting.
- Strategic Budgeting & Buy-In - Realistic estimates and breakdowns help justify budgets to leadership.
- Fresh Audience Access - Vast inventory unlocks non-saturated creators and highly engaged niche AI/tech communities.
Favorite Feature: Zest
Zest, Passionfroot's AI agent, became the standout tool. Vincent prompted it with product focus, budget, and goals (e.g., awareness), and it:
- Analyzed Comet's site and competitors
- Suggested similar brands/creators
- Built full campaign plans with audience mix, budgeting, and estimated reach
- Showed live updates (numbers changing as creators were added)
This replaced manual searching and filtering (e.g., Launch or Trello boards with budget notes).
Vincent valued it as a strong starting point: heavy lifting on research, campaign fleshing, budget refinement by objective, and quick prototypes for iteration.
He was impressed by the agent’s insights - like identifying competitor-aligned creators to strengthen budget discussions - and by the visualization that made it feel like the campaign was coming to life in real time.
The Results
Comet launched an initial founder-engagement campaign in under a week, generating buzz, inbound leads, and organic engagement.
Key wins: days-not-weeks speed, admin relief via wallet, quick new-audience tests, better budget justification, and scaling path to micro-creators + niches.
Based on this success, Comet is now doubling down on creators and expanding creator-led go-to-market efforts across hackathons, product launches, and broader brand awareness campaigns. Creator marketing has evolved into a scalable, low-friction growth channel.
Before & After Passionfroot
Before
- Manual discovery/shortlisting
- Per-creator Slack relationships + contracts
- Scattered payments and finance friction
- Weeks to launch
- Limited cross-creator performance visibility
After
- Zest builds/refines campaigns in minutes
- Centralized discovery, pitches, wallet payments
- Launch in days with quick iteration
- Stronger budget alignment via Zest insights
- Unified management and reporting path
Advice for Other Marketers
For marketers in crowded spaces like AI/tech, start with Passionfroot for speed and scale. Use Zest as your sidekick for fast campaign foundations - excellent for budgeting, mix ideas, and hidden insights. Load the wallet for painless payments and treat the platform as a trusted supplier to skip contract headaches.
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