The Challenge
NordVPN's high-frequency creator strategy had been a cornerstone of growth, but by 2022 ROI was declining as YouTube costs rose and competition for top creators intensified.
Our Solution
We analysed YouTube's cost data alongside Nord's historical performance and found the lever: views drive conversions. Instead of fighting on rate cards, we'd fight on timing - matching cultural moments to relevant creators in real time.
When a major news event drives a viewership spike on YouTube, we contact the right creators to ride the wave - medical channels during a high-profile sports injury, finance channels during a market shock. Same creators, same rates, multiples more attention.
