Content strategy & viral campaigns
Making synthetic media famous before the world had heard of generative AI
The challenge
AI video brand Synthesia was in its pre-unicorn growth phase with a product most people didn't believe was real: AI avatars that could present anything, in any language. The challenge wasn't awareness of Synthesia. It was awareness of the entire category. This was before ChatGPT. 'Generative AI' meant nothing to a mainstream audience.
The approach
We took the technology to where disbelief works in your favour: entertainment. AI avatars debating football predictions. Livestreamed experiments. Formats built for TikTok's native grammar rather than adapted from ad campaigns. The platform's first viral generative-AI content, months before the AI wave broke.
Behind the spectacle, every format doubled as an enterprise demo: if an avatar can hold an audience on TikTok, it can hold one in a training video.
The outcome
Over 85 million views, more than 700,000 new followers, and a 300% increase in user-generated content: an audience that started making the category's content for it. Three different Synthesia leaders, from the CEO down, have gone on record recommending the work. The company is now worth $4bn and is used by over 60,000 businesses globally, including more than 70% of the Fortune 100.
The results
Campaign views
New TikTok followers
User-generated content
“I would recommend Jotter to any business thinking about switching up their content strategy.”
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