How Homer Went from 30 to 170 Sign-Ups in One Day

The Problem

Sign-ups were sitting between 20–30 a day.

Homer, a home-finance app targeting homeowners over 40, wanted to see whether creator content could reach an older audience and drive meaningful user acquisition.

At the time, the app was averaging 20–30 sign-ups per day. The goal was to move beyond that baseline and see a visible lift in daily sign-ups.

Our Objective

The main objective was simple: increase daily sign-ups by reaching relevant homeowners through organic creator content.

Primary objective | Daily sign-ups

Supporting metrics | Video views and inbound B2B leads

What We Did

We recruited creators who could speak directly to homeowners over 40 and tested different hooks and content formats to find what resonated with that audience.

Creator selection | Recruited creators who could speak to homeowners over 40.

Creative testing | Tested different hooks and formats to find what resonated.

Distribution | Published short-form content across TikTok, YouTube, Instagram, Snapchat, and Facebook.

The Results

From 20-30 to 170 sign-ups in one day

Two creator videos reaching approximately 50K views helped drive a significant lift in sign-ups.

Homer reported 170 sign-ups in a single day, compared with its previous daily baseline of 20–30.

The videos also generated inbound B2B interest from a real-estate agent, showing that the content was reaching people with potential commercial value beyond individual app sign-ups.

Across the broader campaign, our dashboard recorded 1,090 posts and 750.73K views, with a 4.0% engagement rate as of 3 November 2026.

The Learning

The biggest lesson was that creator content could reach an older audience and generate sign-ups without needing millions of views.

Two videos reaching around 50K views were enough to help Homer achieve a substantial increase in daily sign-ups.

For Homer, this provided evidence that organic creator content could work for homeowners over 40, an audience that isn't always the first associated with short-form platforms.

What Happened Next

The videos also brought inbound B2B interest from a real-estate agent, creating an additional commercial opportunity beyond direct consumer acquisition.