Emma previously handled Pitch’s creator marketing alone using manual processes like LinkedIn outreach, email negotiations, and spreadsheets, which made building campaigns slow and inefficient. Although she saw strong early results, scaling was difficult without proper infrastructure. She needed a platform that could streamline operations while preserving authentic, first-hand connections.
Emma now manages Pitch’s entire creator marketing through Passionfroot, replacing her manual workflow with a streamlined system. Zest, Passionfroot's AI Agent, helps her quickly find and plan with the right creators, the Collaborations view gives a clear overview of all campaigns and budgets, and Analytics centralizes performance tracking. The Action Center keeps everything organized, making it easy to jump back in and know exactly what needs attention.
The Problem
Before Passionfroot, Emma was running Pitch’s creator marketing entirely by herself — and entirely by hand. That meant manually searching LinkedIn for relevant creators, reaching out via DM, negotiating terms over email, and tracking everything in spreadsheets. Building a single creator plan — with confirmed prices, delivery timelines, and creator commitments — could take days of scattered back-and-forth.
Emma saw early results and knew creator marketing had real legs for Pitch. But there was no infrastructure to grow it. Her first instinct was to bring in an agency, but that quickly proved difficult: going through a middleman meant losing the direct, authentic relationships with creators that made the content work. She wanted first-hand contact — not a filtered, diluted version of it. What she needed was a platform that gave her the speed and structure to scale, without sacrificing Pitch’s voice.
How Pitch Uses Passionfroot
Emma now runs Pitch's entire creator marketing program out of Passionfroot.
Zest replaced her manual LinkedIn research entirely. Instead of spending hours searching for creators and chasing down follower counts, Emma now uses Zest to build out campaign plans in minutes — with creator recommendations, audience fit, and budget estimates ready to go.
The Collaborations view acts as her campaign command center. At a glance, she can see every active collaboration, how much budget is locked in, what's been spent, and where each creator stands in the workflow. No more status emails or spreadsheet chasing.
Analytics consolidated her reporting. Upper-funnel metrics — impressions, reach, engagement — now live in one view instead of being scattered across platform exports and manual data pulls.
And then there's the Action Center — a feature that quietly became one of Emma's favorites. Returning from time off, she could log in and immediately see exactly where every campaign stood, what needed to happen next, and what was waiting on her. That sense of control from day one back? That's not something spreadsheets can give you.
Key Outcomes
Emma set out to optimize for CPM and increase brand awareness at Pitch, but the results exceeded expectations. The LinkedIn creators she partnered with produced highly engaging content that not only resonated with audiences but also drove meaningful action. Strong brand awareness metrics were accompanied by tangible traffic, as users moved seamlessly from social posts to exploring the product.
Building on this success, Emma has identified YouTube as the next key growth channel. Her focus there is on developing educational content that helps Pitch’s audience understand how to integrate the product into their everyday workflows.
Creator marketing at Pitch has now evolved beyond experimentation. Emma has established a structured, scalable program that continues to grow in both impact and ambition.
A key learning emerged from testing different content formats and hooks. Posts offering free resources—such as templates, decks, and frameworks—consistently outperformed other formats. Using Zest to analyze the results, Emma understood that giveaway-driven hooks achieved 3.5 times higher engagement rates than framework or listicle-style posts, despite similar levels of spend. These insights are now shaping future campaigns and informing how creators are briefed.
The results to date reflect this progress: 18 live posts, 710K in reach, and a CPM of $22.36.
Zest in Action
Zest has become the backbone of how Emma plans campaigns. Whether launching something new or wrapping up a completed run, she uses Zest to understand what worked, what didn’t, and what to scale next. It’s not just a discovery tool — it’s a planning layer that sits across the whole campaign lifecycle.
Because Passionfroot is multi-platform, Zest also makes cross-channel exploration natural. It’s central to Emma’s expansion from LinkedIn into YouTube, helping her identify the right creators for a different content format and a different stage of the funnel.
Before vs. After
Since switching to Passionfroot, Emma has completely transformed how she works.
Advice to Peers
Emma’s advice to other marketers building creator programs: get clear on your metrics before you launch — and know which part of the funnel you’re actually targeting. It sounds obvious, but it changes everything: how you brief creators, how you measure success, and how you justify budget internally.
She’s also a strong advocate for taking brand awareness seriously as a category. The compounding effect of consistent creator-led content is real, and it shows up in ways that don’t always get captured in last-click attribution.
And her biggest creative lesson: lean into content where creators share something they’ve actually built, used, or experienced. That kind of authentic, community-native storytelling is exactly what creator marketing does best — and it’s the format audiences actually engage with.
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