How We Helped Machinet Win Over Developers

We leveraged the influence of real human recommendations to promote an AI-powered tool.

< Industry >
SaaS
< Target market >
Global
< Client >
Machinet
< Product >
Context-aware AI coding assistant

< THE CHALLENGE >

To launch Machinet, a smart coding assistant built for JetBrains, we needed to position it as a practical, trusted tool for real developers. Our team partnered with a respected voice in the dev community to create content that felt real, useful, and grounded in daily workflows. The result? 450,000+ organic views, a spike in trial sign-ups, and a launch that helped pave the way for Machinet’s acquisition by Zencoder.

< RESULTS >

Strong uptick in high-intent website traffic

450k+

Organic Impressions

750%

CPM Optimization
  • Drive awareness for product launch
  • Boost free trial sign-ups

< Campaign Goals >

This is some text inside of a div block.

< Strategy >

Machinet approached us to build visibility and credibility in a niche, hard-to-reach developer audience. Our goal was to position the product as a must-have tool in their daily workflow.

‍

We crafted a strategy that leaned on authentic, expert-led content. We focused on peer trust and real-world utility.

< HOW WE DID IT >

To spur interest and establish trust among developers, we partnered with a top influencer in the coding community.

‍

The influencer tested out the tool and naturally integrated it into his content across YouTube and TikTok by introducing Machinet’s extension in JetBrains as a GPT-4-powered tool he uses to build API integrations.

‍

We worked closely with the creator to test Machinet in real-world projects and ensure the integration felt authentic. Together, we shaped the content to come across as a genuine walkthrough rather than a product pitch.

‍

The campaign garnered over 450,000 organic views, significantly boosting traffic to Machinet's website.

< TAKEAWAYS >

Peer recommendations are vital in niche communities

Developers trust developers, and we made that peer connection happen

Educational, problem-solving content wins on social

B2B audiences, including developers, are active on TikTok and YouTube, seeking solutions, not just entertainment.

< Post-Campaign Impact >

Following the campaign's success, Machinet was acquired by Zencoder. The product hit over 100,000 downloads in JetBrains IDE, cementing its place in the growing AI dev tools market

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“ I happily watched this whole ad.”
Tim Belomo
“I’m influenced. Let me go see how much it is.”
Rob
“This is the most logical partnership I’ve ever seen in my life”
Andrew Crusoe
“When you know from the beginning that the entire video is a commercial but you watch it anyway … that’s some good stuff right there!”
@MisterItchy
“Also, this is the most brilliant partnership ever.”
That Midwestern Mom
“I trust them already bc they have genius taste in marketing.”
Erin @sneakybrownnoser
“Better than most corporate training films, right here.”
@jpo3811
“Now that’s an incredibly well matched ad.”
@joachimschoder
“As a person who hates ads, that was the most flawless, relevant, and timely segue from content to sponsor I’ve ever seen.”
@adx442
“ I happily watched this whole ad.”
Tim Belomo
“I’m influenced. Let me go see how much it is.”
Rob
“This is the most logical partnership I’ve ever seen in my life”
Andrew Crusoe
“When you know from the beginning that the entire video is a commercial but you watch it anyway … that’s some good stuff right there!”
@MisterItchy
“Also, this is the most brilliant partnership ever.”
That Midwestern Mom
“I trust them already bc they have genius taste in marketing.”
Erin @sneakybrownnoser
“Better than most corporate training films, right here.”
@jpo3811
“Now that’s an incredibly well matched ad.”
@joachimschoder
“As a person who hates ads, that was the most flawless, relevant, and timely segue from content to sponsor I’ve ever seen.”
@adx442
“ I happily watched this whole ad.”
Tim Belomo
“I’m influenced. Let me go see how much it is.”
Rob
“This is the most logical partnership I’ve ever seen in my life”
Andrew Crusoe
“When you know from the beginning that the entire video is a commercial but you watch it anyway … that’s some good stuff right there!”
@MisterItchy
“Also, this is the most brilliant partnership ever.”
That Midwestern Mom
“I trust them already bc they have genius taste in marketing.”
Erin @sneakybrownnoser
“Better than most corporate training films, right here.”
@jpo3811
“Now that’s an incredibly well matched ad.”
@joachimschoder
“As a person who hates ads, that was the most flawless, relevant, and timely segue from content to sponsor I’ve ever seen.”
@adx442
“ I happily watched this whole ad.”
Tim Belomo
“I’m influenced. Let me go see how much it is.”
Rob
“This is the most logical partnership I’ve ever seen in my life”
Andrew Crusoe
“When you know from the beginning that the entire video is a commercial but you watch it anyway … that’s some good stuff right there!”
@MisterItchy
“Also, this is the most brilliant partnership ever.”
That Midwestern Mom
“I trust them already bc they have genius taste in marketing.”
Erin @sneakybrownnoser
“Better than most corporate training films, right here.”
@jpo3811
“Now that’s an incredibly well matched ad.”
@joachimschoder
“As a person who hates ads, that was the most flawless, relevant, and timely segue from content to sponsor I’ve ever seen.”
@adx442

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