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Brex
How Atomik Growth Helped Brex's Founders Get 25M Views on Social Media
Timeline
Oct 2025 - Dec 2025
Atomik Growth helped Brex's founders, Henrique Dubugras and Pedro Franceschi, get over 25 million views on social media by leveraging the Community-led Distribution (Clipping) method. This involved curating thousands of short clips from scripted in-person recordings and podcast appearances, which were then mass-distributed by over 10,500 "ghost" creators on fan-style accounts.
Our Strategy
Content Sources & Angle of Attack for the Campaigns
- With the objective of driving awareness for Brex and its products, we leveraged Henrique & Pedro's podcast appearances, along with the content we filmed with them, to have 10,500+ creators produce 8,172 clips and distribute them across socials.
In person Filming Session with Henrique
- We flew to NYC to record an in-person filming session with Henrique that was designed to appear as a podcast, but was actually a tightly storyboarded Q&A.
- The goal was to capture compelling segments around Brex’s cultural and product arcs, from its early days to the present, along with Henrique’s stories from across his career.
- The session was scripted and coordinated by Atomik Growth, with Arthur from our team appearing as a co-anchor in the video.
The North Star
- Brex heard from its existing customers about the viral clips featuring Henrique and Pedro showing up on their FYP, which validated our targeting strategy for reaching their ICP.
Results by Platform
YouTube
8.93M
Views (after 11 days)
12.74M
Views
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