The Roadmap to 10M+ users across the globe (Series A to Unicorn)

Case breakdown

What does Emergent do?

An AI-native software creation ("vibe-coding") platform enabling non-coders to build web and mobile applications. Raised over 230 Million USD from Khosla Ventures, SoftBank Vision Fund 2, Lightspeed Venture Partners, and Y Combinator (alongside prior backers like Prosus, Together Fund, and Google AI Futures Fund)

The Problem

Technical creators had driven adoption for Emergent in the US and India, but the same strategy failed to generate traction in other global markets. The challenge was to unlock global adoption beyond established tech audiences, without a proven playbook for how to do it.

Our Approach

We mapped markets with untapped adoption potential and tested new creator ICPs across genres including travel, gaming, education, lifestyle, art and entertainment. Instead of targeting creators who talked about technology, we identified creators who could use Emergent to solve problems within their own domains—turning product discovery into practical, relatable use cases that drove adoption.

Campaign strategy

New Markets, New ICPs

When the obvious creators don't work, change the ICP.

Breaking into new markets wasn't about finding more tech creators. It was about finding people with a reason to build.

We tested non-traditional creator ICPs across markets:

Argentina & Brazil: Teachers, speakers and scientists showing how they could build tools for their own use cases.
Australia & New Zealand: Fitness creators building apps around workouts, progress tracking and their communities.
Italy: Artistic and lifestyle creators showing how small businesses could use Emergent to build useful tools.
Germany: Finance creators comparing Emergent against existing tools and testing more analytical narratives.
France: Local creators and market-specific narratives designed around practical product adoption.

Instead of asking audiences to become interested in AI, we found ways for AI to become useful to them.

Turning FIFA Into Distribution

What if a cultural moment could become a product engine?

FIFA already had the world's attention.

We turned that attention into a reason to build with Emergent.

Working with football creators and personalities including Fabrizio Romano, Theo Baker, Danny Aarons and FCMA, we created a campaign around football, creation and competition.