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Five creators helped Fluffle reach 105,509 new users in Latin America in 12 weeks, with 81,557 completed calls and no paid ads.
Fluffle is a consumer app where users get paid to talk to their friends. Before working with Plutus, the app had already experienced explosive growth through word of mouth, bringing in 80,000 users in just five days without paid marketing.
But that growth was difficult to sustain.
The team had no established marketing engine, and founder Veronica Buron had tried producing UGC herself. As she put it, the process was "time-consuming and hit or miss."
Fluffle wanted to expand into Latin America, a region where it had no users in June 2026. The challenge was finding a way to consistently introduce the app to new audiences without depending on another one-off viral moment.
The primary goal was to acquire new users in Latin America through organic creator content.
We also wanted to measure whether that attention translated into actual product usage. For Fluffle, that meant tracking completed calls, rather than judging success purely by views.
The campaign had two supporting measures:
Primary objective | New users in Latin America
Activation metric | Completed calls inside the app
Repeatability metric | Sustained weekly views over time
We brought in five creators who could speak naturally to Fluffle's target audience: people interested in testing side hustles and finding ways to earn extra income.
The creators produced short-form content for TikTok, Instagram Reels, YouTube Shorts and Snapchat, giving the campaign multiple opportunities to reach users through organic distribution.
The approach was built around testing different ways to communicate Fluffle's value, using performance data to decide what to make next.
The first eight days were relatively quiet.
Across 38 posts and three hooks, the campaign was averaging around 2,000 views per day.
Then, on day eight, one video changed the direction of the campaign.
Instead of directly pitching the idea of getting paid to talk to friends, the creator presented herself as someone testing side hustles and delivering a verdict on whether they were worth trying.
The video reached 1.41 million views, achieving 2,479 times the campaign's normal reach. Within 48 hours, the format was generating 527,000 views per day.
We had found a way to make Fluffle's core proposition interesting to the audience.
Within 12 hours, the team reorganised the creative strategy around the successful format.
We kept the underlying storytelling structure consistent: a series introduction, tension, a reveal, the process, proof and a final verdict.
From there, we tested variations across creators, languages, audiences and settings.
Two formats became central to the strategy: numbered job-testing series and curated lists of apps for earning extra income. We then adapted these concepts around different life situations to keep the content relevant.
Over a 12-week period, the five creators produced 771 unique videos, distributed through 1,725 posts across four platforms.
Between 2 July and 26 September 2026, Fluffle recorded 105,509 new users in Latin America, reaching 107,997 total users in the region.
The campaign generated 14.6 million organic video views, more than one million engagements and approximately 68,500 followers across the creator accounts.
The growth was also reflected in product activity.
Users completed 81,557 calls, representing 21,994 hours of talk time. By the end of September, Fluffle had 46,761 monthly active users, around 43% of all users who had signed up in the region.
The campaign's performance continued beyond the initial breakout. Weekly views remained above 880,000 for 12 consecutive weeks, with a peak of 1.68 million.
New users in Latin America | 105,509
Total users in the region | 107,997
Completed calls | 81,557
Total call time | 21,994 hours
Monthly active users | 46,761
Organic video views | 14.6 million
Engagements | 1.04 million
Engagement rate | 7.1%
Combined followers | Approximately 68,500
Unique videos | 771
Total published posts | 1,725
Creators | 5
Platforms | 4
By mid-late September, Fluffle averaged approximately 1,480 new users per day, faster than the campaign average.
The biggest lesson from Fluffle was that the framing of the content mattered more than the direct product pitch.
When creators led with "get paid to talk", the campaign was averaging around 2,000 views per day.
When we introduced the same proposition through a creator testing side hustles and giving an honest verdict, the format reached 527,000 views per day within 48 hours.
The product hadn't changed. The way we introduced it had.
Once we identified the structure that worked, we could keep testing new creators, languages, settings and audience angles without starting the creative process from scratch.
That approach helped sustain distribution over the following three months.
The next planned step was to take the same creative structure into another region with new creators, adapting the execution to the local audience.
The focus would remain on bringing in new users and measuring what they actually did inside Fluffle, particularly completed calls.
For Fluffle, the campaign had established a creative approach that could be tested in new markets, with a clearer understanding of the formats that resonated with its audience.
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