ORGANIC ACQUISITION

Robokiller & Clime

Objectives

• Recruit for, build, and scale an organic social media playbook across TikTok, Instagram, Facebook, & Twitter that can be easily replicated for Mosaic Group’s portfolio of 20+ consumer mobile app brands, starting with Clime + Robokiller.

• Define systems that quantify the financial value organic social media provides to our business. Integrate organic social media reporting methodologies into broader business performance management and decision-making.

• Achieve significant net new audience reach across organic social platforms such as TikTok, Instagram, and Facebook that drive meaningful organic user acquisition uplift.

Key Results

• Within 12 months of recruiting for and building Mosaic’s organic social team and infrastructure, the playbook developed under my leadership achieved more than 700 million incremental unique impressions across Tiktok, Instagram, and Facebook.

• Within 6 months of launch, the Clime brand achieved leading share-of-voice performance in its crowded category of weather on TikTok and Instagram, earning account verification on all platforms as a result of the team’s efforts.

• While consistent social content execution for Robokiller was not as successful, our efforts achieved a viral TikTok series and respective incremental revenue outcomes of +$300,000.

• Our team onboarded our organic social tech stack and reporting to support consistent content production and performance outcomes. As of 2023, our systems can integrate unique reach reporting into more advanced financial reporting systems that allow us to quantify the revenue of a famously hard-to-accurately-measure marketing channel.