How Granola AI turned influencer content into a paid creative engine
Granola AI already had an influencer programme generating strong organic content, but needed to turn that creator activity into a scalable paid creative engine. Gravitas built the programme around the volume and variety required for paid social, supporting campaigns across the US, Canada, Australia and UK while increasing partnership ad participation from 0% to over 40%.
The challenge
Granola already had an influencer programme generating strong organic content. The next challenge was making that content work harder.
Rather than treating influencer as a standalone organic channel, Granola wanted to use creator partnerships to supply its paid social operation with a consistent stream of fresh, diverse creative.
The programme needed to generate enough volume and variety to keep pace with paid media, while maintaining the quality and authenticity of creator-led content.
The strategy
Gravitas restructured the creator programme around paid creative production, with the volume, variety and usage rights needed to support Granola's wider acquisition activity.
Creators were sourced and activated across the US, Canada, Australia and UK, giving Granola access to a broad range of audiences, formats and creative approaches.
The programme was built to generate hundreds of individual assets rather than relying on a small number of hero creators. This created a much larger testing pool for paid social, allowing Granola to continually identify new creative angles and formats.
Paid amplification
A key focus was increasing the proportion of creators participating in partnership ads.
From a standing start, partnership ad participation increased to over 40%, allowing a significantly larger proportion of creator content to be used within Granola's paid media activity.
The programme was supported by a six-figure monthly influencer budget, with creator content feeding directly into paid creative scaling across four key markets.
The results
- 40%+ partnership ad participation, up from 0%
- Six-figure monthly influencer budget allocated within a three-month window
- Hundreds of individual creator assets secured for paid creative testing
- Paid creative supported across the US, Canada, Australia and UK
The result was a creator programme designed not just to generate organic reach, but to become a consistent source of paid creative for Granola's acquisition engine.
Standout impact
The biggest shift was moving influencer from an organic content channel into a repeatable paid creative operation.
By increasing partnership ad participation and building significantly more creator content into the programme, Granola had a larger and more diverse pool of creative to test, learn from and scale through paid social.