Fitted · B2C · AI closet and outfit app
Pay a fashion creator $20 a video, then make him a co-founder with equity
His account drove ~95% of 500M+ views and 600K downloads
Workedinfluencercreator-ops
What they did
Six friends sent the founder a viral TikTok of Max, a student who had built an outfit generator for himself in class. The founder reached out on every platform (LinkedIn, Instagram, a guessed email) before there was a product. Crawl: set up a sub-account ('Fitted by Max') and paid $20 per video for him to post about his fashion; videos got 20-30K views with no product. Walk/run: when Max graduated with nothing lined up and lived in LA, he went all in and got vested equity plus a revenue share (a percentage of all app revenue), which rewards him for going viral more. Equity grows as he puts in more work. Target creator profile: 1K-50K followers, good at getting views, with a real passion that matches the product (Max's favorite thing is getting dressed), before they know their worth; 50-100K-follower creators expect bigger payouts or equity. Max's posts are reposted on the main TikTok account and on Instagram Reels.
What happened
About 95% of 500M+ lifetime views came from Max; 600K downloads and ~$150K subscription revenue, from basically one account plus a few others.
- Stage
- Pre-launch (Pre-product to scale)
- Effort
- Months of $20 videos, then a full-time co-founder
In their words
The Superwall Podcast · Reid Moncada - He went from 0 to $150k by building an ai fashion app (no-code)“reached out to him on every single platform imaginable, LinkedIn, Instagram, I guessed his email, you know, you name it, and before I even had a product, and I would pay him 20 bucks a video to just, like, just cook. And it worked.”
“basically like the rev share was just like a percentage of, you know, any of the revenue generated on the app, uh and so like that incentivized him to just go viral more.”
“finding that like sweet spot of creator where they're not going to like be really expensive, they're not going to like want to take like expect like huge payouts, or expect like crazy amounts of equity, right? Then it's like a crawl, walk, run approach.”
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