Proton

What stood in the way.

Proton wanted to move beyond a core audience of security professionals and reach everyday users who felt uneasy about big tech, but didn't yet see a private-by-default alternative as practical for daily life.

How we approached it.

We recruited creators who already lived the Proton worldview — journalists, small-business owners, and digital nomads — and gave them space to show the product inside their real workflows. Ads ran as first-person reviews rather than brand spots, and we iterated weekly on the hooks that drove the highest view-through.

Numbers that moved the brief.

Creator-led acquisition now outperforms every other paid channel on blended CAC, and Proton has retained the creator cohort for ongoing storytelling beyond the initial brief.