SURI US YouTube Creator Program
Submitted by Agentio

SURI US YouTube Creator Program

Influencer Marketing

Agentio ran a bid-based YouTube creator program for SURI's US expansion, which one marketer operated, and reports MMM measured creator impact at 2.5x discount code-based attribution.

-60%CPM vs Contracted
-70%CPA Drop Since Launch
6.46MImpressions

Case in 60 seconds

SURI needed to build awareness in the US, where almost no one knew the brand, while its lean internal team had more budget and backing than people or hours to deploy on YouTube, the slowest channel to book.

Few consumers buy an electric toothbrush the day they first hear of one, so the page frames trust and repeated exposure as the route to purchase, which made long-form YouTube integrations a better fit than short-form placements.

Agentio set out to make YouTube creators run like a scalable media channel rather than a series of one-off deals, compressing sourcing, matching, booking and content review into a system one marketer could operate.

SURI booked YouTube creators through bid-based direct offers after AI audience matching, while Shopify integration generated discount codes and links and shipped each creator a toothbrush, and a preliminary AI review screened integrations before SURI watched them.

Agentio reports 153 partnerships launched in ~5 months and 6.46M impressions, with CPMs 60% lower than contracted, CPA down 70% since launch, VTR above 80%, and MMM putting creator impact at 2.5x discount code-based attribution.

Strategy Breakdown

US consumers in a market where almost no one knew SURI yet, reached through YouTube creators whose audiences matched the brand's persona.
A premium electric toothbrush cannot be hard-sold with a conventional ad, because consumers buy after awareness and consideration build over time, so the page frames education, credibility and repeated exposure as central to growth.
The page holds that YouTube audiences subscribe, tune in weekly, do not skip the ads and trust a creator's recommendation as they would a friend's, so that trust transfers to the brand being read.

Creative & Execution System

Assets & channels

  • YouTube

Partners

  • Agentio

Results & Evidence

MetricValue
MMM vs Code Attribution2.5x
CPM vs Contracted60% lower
CPA Drop Since Launch70% drop
Impressions6.46M impressions
Partnerships Launched153 partnerships
Creator Categories Tested45+ categories

Why Agentio's strategy worked

  1. 1

    Discount code attribution undercounts YouTube creator work, because viewers who first meet a brand in an integration often return to buy later, so the page reads an MMM as the measure that shows the delayed return.

  2. 2

    Audience data checked before booking lets a brand test creator categories well outside its obvious fit, because the match is judged on who watches rather than on what a channel is ostensibly about.

  3. 3

    Automating codes, links, product shipping and first-pass content review removes the admin that limits a lean team, so creator volume becomes a question of budget deployment rather than headcount.

  4. 4

    Evergreen YouTube integrations keep accumulating views after they go live, so effective CPM and CPA can keep falling over time rather than being fixed at the moment of booking.

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