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We're proud to share that Agentio was featured in Think with Google — Google's flagship marketing insights platform — as a central part of the Bombas creator marketing story.
The piece, How Bombas scaled creator partnerships to capture 90% net-new customers, digs into how Bombas moved beyond traditional YouTube ads and into authentic YouTube Creator partnerships at scale. Agentio's infrastructure made it possible.
The problem every brand-side marketer knows. Bombas had been running YouTube ads for years and had the scale to show for it. But scale wasn't the goal — authenticity was. "We wanted to try something more authentic and partner with YouTube creators to bring our Brand story to life," said Carolyn Dixon, Bombas' Senior Manager of Growth Content. The challenge: doing that without turning Creator marketing into a full-time operational burden and while improving performance at the same time.
Why Creator trust is the unlock. The feature highlights what Arthur Leopold calls the trust economy. Creators have spent years building equity with their audiences — equity that Brands can't manufacture on their own. "The biggest challenge that so many marketers face today is how they authentically reach audiences through a trusted party," Arthur said. That trust, when channeled correctly, does something traditional media buying can't: it reaches genuinely new people who are already primed to believe.
The results don't look like normal digital. By using Agentio to scale Creator partnerships across a diverse range of YouTube channels — from Good Mythical Morning to a lobster fisherman named Jacob Knowles — Bombas achieved outcomes that inverted the typical law of diminishing returns:
- 5.3X ROAS improvement
- 2X CAC efficiency
- 10% higher lifetime value
- 83% view-through rate
- 90% net-new customer acquisition rate
From 1:1 deals to 450+ integrations. Before Agentio, Creator marketing meant spreadsheets, manual outreach, and multi-month timelines to close Creator deals. Bombas used Agentio's AI-native infrastructure to optimize an automate the partnership process, ultimately scaling to over 450 sponsored integrations — without sacrificing the Brand alignment that made each one work.
Creative trust as a performance lever. One of the standout moments in the piece is the Caroline Winkler partnership. Bombas handed her high-level talking points and stepped back. Winkler turned it into a self-deprecating jingle that became one of her most-viewed videos. "Bombas explicitly said, 'We trust you to make it personal. You know your audience.' That stands out," Winkler said. The result: zero creative fatigue, high engagement, and an ad that didn't feel like one.
Buying real estate, not renting it. Perhaps the most important frame in the story is about how YouTube compounds. Our study of 10,000 YouTube integrations found that 40% of views and 30% of clicks happen more than 30 days after a video goes live. Bombas is already seeing this play out — 52% of its total views now come from past content. "With YouTube creator partnerships, Brands have the opportunity to buy the real estate rather than rent it," Arthur said.
Being recognized by Google's Think with Google team reflects what we've believed since day one: YouTube Creator marketing is the most underleveraged channel in performance advertising, and the Brands that figure out how to scale it authentically will build durable advantages that paid social simply can't match.
Read the full Think with Google piece
