The Tavus Marketing team was running creator marketing by hand. They managed 160 LinkedIn creators with Excel spreadsheets and scorecards. It worked, but it could not scale to last-minute launches that needed 50 or more creators at once. Tavus also wanted to grow on X, where it had little presence.
Tavus now plans every campaign with Zest, Passionfroot's AI agent. Zest builds creator rosters and briefs with recommendations and budget estimates, so the team builds new rosters in hours instead of days. Passionfroot's creator network opened up X, and FrootWallet puts all creator payouts in one place.
The problem
The team at Tavus were no strangers to creator marketing when they came to Passionfroot. Their Head of Marketing had built his own workflow to manage 160 LinkedIn creators through Excel spreadsheets and scorecards. He tracked performance, built organic communities through LinkedIn conversations, and turned real friendships into referrals.
It worked. But it was entirely manual.
When Tavus needed to scale fast (think: easily activating 50+ creators for last-minute campaign launches), the old playbook just couldn't keep up. On top of that, the team wanted to expand onto X, a platform where Tavus had limited presence. They needed a way to find up-and-coming creators with genuine motivation to grow and tell great stories, not just transactional influencers chasing the next deal.
“I couldn't tap into 50 or 100 creators overnight the way I can on Passionfroot."
– Joshua Bailey, Head of Marketing at Tavus
How Tavus uses Passionfroot
Put simply, Passionfroot replaced what had become an unsustainable, solo operation for Tavus. Zest, Passionfroot's AI agent, became the foundation for all campaign planning—building out creator rosters and briefs quickly, with creator recommendations and budget estimates ready to go instead of hours of manual research.
The company’s approach now also leans on using Zest to study past campaign performance directly in the platform—reviewing DMs, identifying the most-responsive creators, and learning who repeatedly delivers strong results. That institutional knowledge, now organized and searchable, lets them build rosters for new campaigns in hours, rather than days.
Passionfroot’s creator network opened up X as a viable channel for Tavus, giving Joshua access to creators in a space where he had no existing presence. The platform’s FrootWallet centralized all creator payouts in one place, and streamlined messaging workflows replaced the scattered manual outreach that had previously eaten up his time.
"Unlike other platforms, Passionfroot has a really good selection of proper creators—ones who know how to just run with it. You give them a short brief, they ask questions fast, respond quickly, and usually get it within the first couple of tries." – Joshua, Tavus
Key outcomes
- 📈 February “Phoenix 4” campaign: Trended on X, and drove 2M+ impressions across X and LinkedIn
- ⚡ Scaled from a manual 160-creator Excel workflow to fast, multi-platform campaigns
- 💸 Centralized wallet system for paying all creators in one place
- 💬 Mass messages replaced scattered manual outreach, without losing a personal touch
- 🐦 Identified and activated new creators on X without any prior platform presence
"Our Phoenix 4 campaign ran on X and LinkedIn. We tapped into our Passionfroot community and ended up seeing over 2 million organic impressions. It went trending on X, which definitely helped ramp that post up a lot." – Joshua, Tavus
Advice for other marketers
- Create a one-stop-shop: Keeping all collaborations, communication, and payouts to Passionfroot ensures all info is in one place
- Think community, not just campaigns: A recurring pool of engaged creators, rooted in real relationships and proven ROI, beats scrolling through DMs
- Be data-driven: Use Zest’s insights and reports to feel confident about building new creator rosters versus scraping together lists from scratch
"Stay on top of it, properly organize campaigns, and reach out to creators beforehand. Relationship building is always better than being transactional." – Joshua, Tavus
Continuing to scale
Over the following four months, Tavus continued to use Passionfroot to build brand awareness and drive leads through creator campaigns like “Google Meets,” “Presentation Mode,” “Agentic Persona Builder,” and “Magic Canvas” launches.
Beyond expanding its reach, the platform helped the marketing team build a trusted network of creators in the AI space, refine its creator marketing strategy, and turn one-off collaborations into lasting relationships.
Creators like Chase Diamond, Leonard Rodman, and Lindsay Stathakis became more than campaign partners. They evolved into honorary members of the Tavus creator community, helping bring the company's vision for the next era of human computing to a wider audience.
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