Aequus Play was launching a consumer product into a crowded market with no audience, no marketing team, and no time to build either. Launch traction would come from creators, but finding, reaching, and closing the right ones is a full-time outreach job most founders do badly at 11pm.
We built the growth system before the growth team existed: automated creator discovery and enrichment tuned to the exact audience Aequus needed, personalised outreach sequences that didn't read like outreach, and a pipeline that surfaced warm replies for a human to close.
The founders spent their time on the ten conversations that mattered. The system handled the four hundred that didn't.
Creator discovery & enrichment
Automated sourcing and qualification of creators by audience fit across TikTok, Instagram, and YouTube.
Outreach engine
Personalised, sequenced campaigns with automatic follow-up, with warm replies routed straight to the founders.
Launch growth loops
Referral and re-engagement loops that turned the first users into the next users.
The system reached over 1,000 creators across Twitch, Instagram, and TikTok, and more than 100 signed on to work with Aequus Play, the first of them bringing a combined following in the millions.
The first 500 users arrived in month one, before Aequus made a single marketing hire. The launch ran on the pipeline, not on late-night DMs.
“We had no audience and no marketing team. Three weeks later we had a creator pipeline that filled itself, over a hundred creators on board, and a launch that ran without us chasing anyone.”