Wayk: 90M+ Views Across 7 Markets with 50 Creators

The Client

Wayk is a smart alarm app that forces users to complete missions — like scanning a barcode, solving a math problem, or taking a photo — before the alarm stops. It targets heavy sleepers and people who want to build a morning routine. The app needed to break into multiple markets simultaneously and establish brand awareness through organic, creator-driven content.

The Challenge

Alarm apps are a crowded category, and most users don't actively search for new ones. Wayk needed a way to create demand — not just capture it. The content had to demonstrate the app's unique mission-based alarm system in a way that was funny, relatable, and shareable. On top of that, they needed to scale across multiple languages and regions (Spanish, Portuguese, French, English) simultaneously, which meant recruiting and managing creators in very different markets with different content sensibilities.

Our Approach

Multi-Region Creator Network

We recruited and managed 50 active creators across 7 markets: Mexico, Argentina, Brazil, France, Germany, Portugal, and the USA. Each region had dedicated creators producing content in their native language. Hispanic creators posted in Spanish for LATAM, Portuguese creators for Brazil and Portugal, French creators for France, and English creators for the US and UK.

Platform Diversification

Unlike single-platform campaigns, we deployed across TikTok, Instagram Reels, YouTube Shorts, and Facebook Reels simultaneously. This allowed us to test which platforms performed best in each region and maximize reach. TikTok and Instagram were the primary drivers, with YouTube Shorts and Facebook as testing grounds for expansion.

Content Format Testing

We tested dozens of content formats and identified three clear winners:

• Object Hunt: Creator has to find and scan a specific object to turn off the alarm — creates funny, chaotic morning content
• GF/BF Alarm: One partner sets the other's alarm with impossible missions — relationship humor drives massive shares
• Sky Photo: Creator has to go outside and take a photo of the sky to dismiss the alarm — visually interesting and relatable

Three-Cycle Optimization

• Cycle 1: Launch with broad creator recruitment, testing angles and formats across all regions
• Cycle 2: Double down on top-performing creators and formats, cut underperformers
• Cycle 3 (current): Full scale with 34 active creators, optimized briefs, and proven formats

Results

Regional Performance

LATAM

Europe

Top Performing Content

Key Takeaways

1. Multi-region campaigns require localized creators, not translated content. We didn't translate scripts — we recruited native creators in each market who understood local humor, trends, and content styles. A Brazilian creator knows what makes Brazilian TikTok tick; a French creator knows what hooks work in France. This is why Brazil grew +299% and France grew +364%.

2. Format testing at scale reveals clear winners fast. By running 50 creators simultaneously, we tested dozens of content angles in weeks instead of months. The three winning formats (Object Hunt, GF/BF Alarm, Sky Photo) emerged from data, not guesswork, and now account for the majority of high-performing content.

3. Platform diversification de-risks your growth. Wayk's content works on TikTok, Instagram, YouTube Shorts, and Facebook. If any single platform algorithm shifts, the campaign keeps growing on the others. The YouTube Shorts + Facebook expansion (launched in Cycle 3) already shows 25K views in its first week with just 4 creators.

4. The power law applies to creators. Rosselyn (39M views) and Raquel (32M views) together drove more than 70% of total campaign views. But you only find these outliers by starting with a broad base of 50 creators and letting the data reveal who resonates.