As a fast-growing AI company aiming to redefine how people create and share information, Gamma faced a new kind of marketing challenge: how to rise above the noise in an increasingly crowded AI space. With product-led growth at the core of its strategy, Gamma needed to find authentic, scalable ways to educate users, showcase its visual storytelling platform, and build lasting mindshare — all while maintaining efficiency and alignment with its brand values.
To achieve its goals, Gamma partnered with Passionfroot through the Managed Plan to scale creator marketing in a strategic, streamlined way. With a dedicated campaign manager, Passionfroot handled day-to-day execution, custom strategy, creator selection, and full-service campaign management. Gamma tapped into AI influencers, launched high-quality educational content, and built repeatable workflows to boost product awareness across B2B and productivity communities. Performance tracking, simplified payments, and a dedicated Slack channel kept Gamma informed while Passionfroot handled the rest.
The Partner: Gamma
Gamma is the modern alternative to slide decks and docs — a visual communication platform built for speed, clarity, and beauty. Trusted by millions of users, Gamma helps professionals craft dynamic, interactive narratives for pitching, onboarding, fundraising, and more. Kristin Fracchia, Head of Marketing at Gamma, championed the company’s “always on” creator strategy to break through the noise of the AI space. What began as a focus on visual demos evolved into long-term partnerships with trusted creators, now a core engine behind Gamma’s growth and user acquisition.
The Challenge
Gamma, a leading AI company, faced several challenges in leveraging creator partnerships to scale its market presence:
- Content Overload in AI Market: With AI technologies generating vast amounts of content, Gamma needed to cut through the noise to reach its target audience effectively.
- Scaling Creator Marketing: Gamma needed a way to scale creator partnerships efficiently while maintaining authenticity and relevance, especially in a crowded AI landscape where meaningful differentiation is critical.
- Measuring ROI: Gamma struggled with attributing the impact of creator campaigns accurately and aligning them with broader marketing objectives.
- Educating Market: Educating the market on the practical applications of AI technology like Gamma in replacing traditional business tools like slide decks and documents.
The Passionfroot Solution
Gamma partnered with Passionfroot to address these challenges and enhance its creator marketing strategy:
- Effective Creator Discovery: Streamlined processes for discovering and vetting creators aligned with Gamma's audience and messaging.
- Enhanced Communication: Because Passionfroot is a vetted platform, outreach feels more like warm outreach from the start—making the process significantly more efficient.
- Content Strategy Support: Passionfroot enabled Gamma to identify and scale content formats that work — like carousels, visual walkthroughs, and “Gamma vs legacy tool” comparisons — which consistently delivered higher engagement.
- Repeatable Campaign Frameworks: Instead of one-off activations, Passionfroot helped Gamma build a repeatable playbook for launching, measuring, and optimizing creator campaigns quarter over quarter.
The Results
Gamma achieved measurable success through its partnership with Passionfroot, turning creator marketing into a high-performing growth channel in Q2 2025:
- 1.36M+ Total Impressions: cross 36 LinkedIn and newsletter posts, Gamma’s campaigns reached over 1,356,909 people — with especially strong traction in AI, productivity, and solopreneur niches. Notably, Nishant’s post delivered a positive ROAS based on the tracked link alone, in addition to contributing valuable brand awareness.
- Top Post Reached 223K Views: Nishant Chahar’s LinkedIn post alone generated 223,782 views at an exceptionally low
- Know Your ICP:
“We’ve seen how powerful creator-led storytelling can be. When someone explains Gamma in their own voice — through their own use case — it clicks in a way no brand ad ever could."
- High-Efficiency Media Spend: Run entirely on LinkedIn—a premium platform where AI-focused CPMs often range from $150 to $300 for top-tier thought leaders—Gamma’s campaign delivered standout cost efficiency. With an average CPM of just $112.42, its top-performing posts achieved exceptional ROI, outperforming typical paid social and CPC campaigns in both impact and value.
- Best-Performing Formats Identified: Carousels, visual “before and after” comparisons (e.g., Gamma vs. Slides), and tactical walkthroughs consistently drew the highest engagement, informing future content strategy.
- Quarter-Over-Quarter Learnings: Passionfroot enabled Gamma to prioritize repeat partnerships with standout creators and optimize budget allocation by shifting spend towards high-CPM, high-narrative posts.
Advice for Other Marketers
Based on Gamma’s experience, here are key insights from Kristin for marketers exploring creator-led growth:
- Clear Objectives and Metrics: Define clear goals and metrics upfront to track success effectively, balancing brand awareness with conversion-driven outcomes.
- Authenticity and Alignment: Prioritize creators who align closely with your brand values and audience preferences to maximize engagement and credibility.
“The best creator partnerships are strategic, not transactional. We look for creators who bring their own lens — not just a post, but a perspective.”
“Just because someone has reach doesn’t mean they have influence over your audience. Before investing, do the work to understand what content your audience trusts - and who they trust it from.”
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