Challenge
The brand wanted to break through ad fatigue and reach young professionals with content that didn’t look like an ad.
Approach
Identified nano creators who with good average reach, healthy engagement and regular posts
Prioritised authentic, unscripted content that blended into their existing feeds
Rizzl’s platform handled discovery, product distribution, and content approvals seamlessly
Campaign Total
Total Spend: ₹20,000
Total Views: 2,633,513
Average CPV: ₹0.0076
Key highlight:
One Creator alone delivered 2.6M views at just ₹0.0019 CPV, which dramatically lowered the campaign’s overall CPV.
Insights & Takeaways
Authentic, everyday content resonated far more than polished ad-style content.
Most creators had average or high CPVs, but one breakout nano creator generated outsized reach, validating the “long-tail” effect: at scale, a few will go viral and subsidize the rest.
This performance pattern is unique to nano creators and becomes more powerful the more of them you activate simultaneously.
The Cost Advantage of Nano Creators
Channel | Estimated Cost for 2.63M Views | Avg CPV |
|---|---|---|
Instagram Ads | ₹3.9L – ₹7.9L | ₹0.15–₹0.30 |
Micro Creators | ₹5.2L – ₹13.1L | ₹0.20–₹0.50 |
Rizzl Nano Creators | ₹20,000 | ₹0.0076 |
Rizzl delivered 20–60× more cost-efficient reach than Instagram ads or micro-influencers.
Why This Matters
This campaign reinforced Rizzl’s core hypothesis: when brands tap into multiple nano creators at once, a few will massively outperform — driving down cost per view and skyrocketing ROI.
Traditional influencer or paid ad strategies rely on predictability. Rizzl’s approach relies on probability at scale — instead of paying one creator ₹2L, pay 40 creators ₹5K each and let the breakout hits carry your campaign.
For Zenma Coffee, this meant reaching 2.6 million people at just ₹20,000, proving that nano-creator campaigns are not just experimental — they can be a core channel for high-efficiency growth and deserve a substantial share of marketing budgets.
