To meet Gen Z where they already spend their time, Kadama partnered with SCROll STOP to roll out a creator-first campaign across TikTok and Instagram. Rather than prescribing a rigid narrative, creators were given full creative freedom, enabling them to craft content that felt natural, relatable, and algorithmically aligned to their audience.

We structured the campaign as pay-per-view, an innovative performance model where creators were rewarded directly in proportion to their content’s reach. This meant creators were financially motivated to go above and beyond, designing concepts that would stop the scroll, tap into relatable student struggles, and showcase Kadama as a genuine life-saver.

Over 30 creators from academic, lifestyle, and humour niches participated in the campaign, each producing custom short-form content. Supporting amplification came via Discord, Reddit, Pinterest, and university community forums, adding layers of credibility and virality. Unlike traditional one-and-done content drops, the campaign rolled out in waves, allowing us to optimise content themes and creators in real-time.