Brand Campaigns Hot Off the Press 🗞️

Some of the fun partnerships our team’s been working on with creators + brands

Avni x Popular Pays | Avni nailed this from the first line: “I seriously think I found the biggest marketing cheat code in 2025.” This tie-in is a truly standout example of a creator giving more than just a plug—this video had tangible insights on marketing and branding, and the comments section prove it. 💯

While we’re here: We’ve been working with Popular Pays over the last couple months to help them drive awareness for both the Popular Pays platform and their new feature, SafeCollab (an AI vetting tool for creators).

• The core audience Popular Pays was trying to reach? Marketers. With that in mind, our Smooth team 1) tapped into our creator network 2) hosted dinners to connect influencer marketers in cities across the US (according to Colin, the Chicago dinner “popped off”) and 3) did some targeted outreach on LinkedIn—where brand marketers abound and content is getting increasingly valuable.

• I asked Ali, who’s been running point on the Popular Pays campaign, to sum up the LinkedIn appeal: On LinkedIn, you can get a clear view of who’s viewing creators’ content about Popular Pays—their jobs, backgrounds, etc. That then gives the Popular Pays team a highly targeted list of brand marketers interested in their platform and tools.

Salary Transparent Street x Public | Salary transparency 🤝 investing transparency. Hannah from STS remixed her trademark “what do you do and how much do you make” in this partnership with Public that lifted the curtain on bond investing. 

The Wall Street Skinny x Fiverr | This one wins the prize for specificity. The WSS ladies know that making gorgeous Excel spreadsheets is how the bulk of their audience spends the bulk of their days…so they made that the centerpiece of this Fiverr partnership. Love it.

Thoughts for the Road 🛣️

A little something we’ve been chatting about here at Smooth HQ

Well, this is the final Smoothletter of 2024. And what a year it’s been for this team. Personally and professionally, there’s been unfathomable growth across the board.

First and foremost: We are so deeply grateful for our incredible team, our creator partners, and the brands that support them. This year introduced us to so many wonderful people across the media world whom we’re looking forward to working with for years and years to come.

2024 was a banner year for locking in here at Smooth Media. When I look back at our Slack messages and calendars from this time a year ago, I scarcely recognize us—we’ve made big calls, introduced creative ideas, gotten considerably funnier, and worked our tails off.

And now, we’re ending the year with big green check marks next to nearly all of our goals, a crystal clear vision for how we want to ambitiously head into 2025, and a best-in-the-biz team to do it all with.

Cheers to a tremendous year, and thank you for your support through it all. 💜

Love,

The Smoothies