70mai · DDPAI · REDTIGER · 19 creators · no large paid amplification. Consumer electronics · YouTube · TikTok · US core + EU expansion.
A dashcam is sold as a spec sheet: resolution, night vision, storage. Every brand runs the same auto-tech creators saying the same things, bids against each other for the same audience, and pays a $20-plus CPM for the privilege. Three brands under one roof made that especially expensive — run the same play three times and you are your own competition.
We gave each brand a different buyer, a different use case, and a creator pool that did not overlap. The AI work was upstream: semantic association surfaced adjacent tags that a keyword search on "dashcam" would never return, and 25% of the candidate list was filtered as suspected fake engagement before a strategist read a single profile.
1.25 million targeted impressions at an $11.50 blended CPM — against a category average north of $20 — with no large paid amplification behind it. The family-safety track peaked at 6.8% engagement, and its comment sections were dominated by purchase intent rather than spec arguments. The AI's conversion modelling had flagged that outcome in advance: family creators carried a higher CPM but much higher follower trust, and that trade was worth making.
In this category, campaigns are not won by budget size. They are won by how deeply you understand the use case.
Nineteen creators was the right number for three tracks, but the European track ran too thin at three. Design-led markets reward frequency, and a single strong post there does not compound the way it does on YouTube. We would rebalance toward five or six on the aesthetics track next time, funded out of the practicality matrix rather than out of new budget.