DuckDuckGo

What stood in the way.

DuckDuckGo needed to grow browser installs with an audience that is naturally skeptical of advertising. Traditional performance channels felt invasive to the very users they were trying to reach, and install costs kept climbing as competitors fought for the same keywords.

How we approached it.

We built a creator cohort of privacy-literate voices — tech reviewers, digital-rights advocates and everyday switchers — and co-wrote briefs that led with education rather than promotion. Each creator told their own switching story, then we amplified the top performers as paid social, funnelling the best learnings back into the next wave of briefs.

Numbers that moved the brief.

The campaign delivered our lowest CAC to date on privacy products while building a library of creator assets DuckDuckGo continues to repurpose across owned channels.