How did Gruns marketing grow so fast?

Gruns marketing runs on creators. The team spends about 2 hours a week reaching 500 TikTok and Instagram creators and 150 YouTubers, then runs the best as ads.

Dennis Ksendzov

Founder · November 10, 2026 · 3 min read

Hand-drawn sketch of How Grüns Grew: Gift weekly to Track every video to Run as ads

Grüns grew by sending its gummies to creators and paying affiliates. For two years, that seeding and affiliate work was the base of its growth. (Jordan West - Ecommerce Entrepeneur)

How Grüns keeps the pipeline full: about 2 hours a week reaching 500 TikTok and Instagram creators and 150 YouTube creators, through an automated gifting pipeline.

80% of consumers are eating them daily after 3 months. That's a retention number.
Grüns

How does Grüns reach so many creators with a small team?

Gift on a set weekly number, and give it fixed hours.

What to copy: pick a weekly number and block the hours for it, the way Grüns gives about 2 hours a week to its gifting.

Grüns started lean. Its first hire runs influencer and joined in October 2023. For six months, two people ran the whole company. (Grüns)

Connor Dault says the influencer team at Grüns sits under brand and now rolls up to him. That gives him a 30,000 foot view of every marketing lever. (Connor Dault)

Once the boxes go out each week, the videos start to pile up.

How does Grüns pick which creator videos to run as ads?

Track every video, then let the ad account pick the winners.

Grüns counted 1,500 tracked UGC assets 4 months after launch.

Don't trust your own taste to pick the winner. Ex. Grüns once called seeding content the worst they'd seen, then it became their top performer.

Warning Rough content does not keep winning forever. Grüns says that type of seeding content generally is not working for it anymore, and it keeps the test everything process alive for its early stage brands. (Statusphere, Ben Heath)

Grüns: its pipeline stopped when creators published, and turning the videos into edited ads stayed slow and manual. From Archive's page on Grüns.

The briefs Grüns sends lean on ingredients, since it sells a gummy supplement. One example is the sugar free serving at 20 calories. (TBAR Partners) (Grüns)

Picking winners is half of it. The other half is who you book next.

Does Grüns use celebrities or everyday creators?

Mix big names with a wide net of everyday creators, then rebook what works.

Celebrities run beside everyday creators, as Jessica Simpson and Jenna Bush Hager ran Grüns ads next to Fat Perez and Brilliantly Dumb, read on August 8, 2026.

Grüns has at least 286 sponsored YouTube videos, and 42% came from channels it booked again. Its most watched ran on RAWWFishing (2,518,886 views), not a health channel, and most descriptions say only the discount. On Instagram one dietitian posted for Grüns 6 times at under 1,200 views a post.

That is a lot of moving parts for one team to run every week.

More on this:

Can someone run a Grüns style creator program for us?

If your team has no time to gift, track and rebook every week, we run that work for you.

Creators keep posting all year, without a flat fee every time. New creators ask to get in, so cold outreach shrinks. Creators share hooks and ideas, so the content gets better. Videos you can run as ads. Small creators tell you what to fix in your product.

For qualified brands planning their next quarter. They apply and tell us the one thing they want their program to do next.