We partnered with Coupert, a browser extension that helps users save money by automatically finding and applying coupon codes at checkout. The goal was to increase usage and installs of the extension across the U.S.

Coupert operates in a crowded and skeptical market, especially in the coupon extension category. To cut through that noise and drive real conversions, we leaned into a strategy grounded in trust, authenticity, and smart influencer placement—centered on PC gaming audiences with strong spending power.

A key hurdle for this campaign was overcoming the fallout from the widely publicized controversy around Honey, one of the most recognizable coupon extensions. When Honey was acquired by PayPal in 2020, users became increasingly aware of how these extensions operate behind the scenes, and many consumers developed a lasting skepticism toward all coupon tools. Some criticism centered on privacy concerns and questions about how affiliate codes were sourced and applied.

Coupert needed to differentiate itself not just on features, but on trust. Unlike some extensions that rely on scraping affiliate codes, Coupert uses a transparent system that shares savings directly with users—and importantly does not replace user-selected codes with affiliate links without notice.

To address the trust gap, we built our strategy around three core pillars:

This freedom paid off. Rather than feeling like a forced ad, Coupert felt like a genuine recommendation from someone the audience already trusted. That anchored trust not just in the influencer, but in the broader community narrative.

On the media side, we used a CPM-based payment model with lower view caps. This meant that when influencers significantly over-delivered views beyond the cap, Coupert benefited from what effectively amounted to 5M+ additional high-quality impressions at no extra cost, resulting in a net CPM of $3.48—an exceptionally efficient result in influencer-driven paid placements.

We focused on gaming creators, specifically in PC genres like Minecraft and similar survival games. The audience here isn't just kids; a growing portion is nostalgic older gamers aged 18–25 with disposable income and a high propensity to spend on tech and digital goods.

However, you can't target Minecraft and assume every viewer converts. Many channels skew younger with limited purchase intent. We applied our experience and audience analysis to select creators whose viewers showed higher likelihood to install and engage with a utility extension.

Execution details we leaned into:

• Flexible 60-second native ad insertions rather than rigid mid-roll spots.
• Placement decisions were guided by long-form content flow, not fixed percentage requirements. This preserved viewer retention and minimized disruption to the stream or video.

This approach kept retention drops low across influencers and materially increased conversion rates versus traditional hard ad breaks.

This campaign delivered outstanding results:

• 20.2M total views
• $3.48 CPM
• 300,000+ attributed installs

By using clear differentiation, listening to influential creators, and dispelling longstanding consumer doubts about coupon extensions, we reversed Coupert's reputation within the digital gaming community and drove significant adoption.

This success demonstrates the power of combining authentic influencer storytelling with smart media strategy in categories where trust is everything.