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Scaling without losing control
Before partnering with Agentio, HelloFresh already had a well established YouTube Creator program, and primarily relies on an external team to run it.
This model helped unlock scale and operational support, but as the program matured, the team identified a few limitations that made it harder to iterate quickly and optimize performance:
- Creator relationships primarily mediated through external partners
- Slower feedback loops when testing new offers, goals, or priorities
At the same time, bringing the entire workflow in-house using traditional tools would have required significant team expansion. Each Creator partnership typically involved 10–15 manual touchpoints across discovery, negotiation, contracting, pricing alignment, and reporting.
For a performance-driven organization, the challenge became clear: how to retain the strategic benefits of in-house ownership - speed, learning velocity, and accountability - without losing the scale and efficiency traditionally supported by outsourcing the channel.
An AI-native infrastructure for Creator Marketing
Agentio gave HelloFresh the ability to scale Creator marketing internally by automating the highest-friction parts of execution, while allowing the team to retain strategic control and flexibility.
Through Agentio, HelloFresh gained:
- Automatic matching to relevant YouTube Creators, with recommendations that evolve alongside program performance
- Real-time visibility into Creator Brand Safety, bids and pricing dynamics
- Streamlined booking workflows that enable more direct collaboration with Creators
- Creator-level performance data rather than program-wide aggregated data
- The ability to adjust bids, offers, and strategy in real time
“When outsourcing our Creator Marketing budget, we may or may not have insight into how it’s spent, the negotiations, or the relationships. Agentio is exceptional… It's like having an agency, but with clear insights and the ability to just do it yourself.”
— Jake Umpleby, Influencer Marketing Manager
Execution at scale: instantly growing the in-house Creator program to 50+ monthly partnerships
The most immediate impact was structural.
By reducing 10–15 touchpoints per Creator to just 1–2 interactions, Agentio reduced the marginal cost of launching and managing a partnership by more than 90%. Combined with AI-driven recommendations and reporting, this unlocked a step-change in productivity:
- A single operator could manage 50+ Creator partnerships per month
- Renewals and reallocations became quick and continuous - resulting in a win-win outcome for both HelloFresh and Creators
- High-performing Creators were quickly identified and locked into longer-term deals faster
What had previously required multiple handoffs across external teams or highly manual internal workflows became a dynamic, AI-powered, continuously optimized system.
“It is extremely easy to lock in a Creator for six or seven months without extensive negotiations.”
— Jake Umpleby, Influencer Marketing Manager
Better economics: achieve a 30% CAC reduction while scaling the program
With operational constraints removed, optimization followed naturally.
Thanks to Agentio, HelloFresh could surface outlier Creators that would have been nearly impossible to identify manually, reallocate budget dynamically based on performance, quickly lock in high-performing partners for extensive periods of time, and compound learnings across partnerships.
Compared to YouTube Creator deals run outside of Agentio, the result was a ~30% reduction in CAC - driven not by creative changes, but by better selection, faster iteration, and tighter control over spend.
“Finding niche Creators with smaller audiences manually is nearly impossible. Agentio does a very good job at surfacing those hard-to-find opportunities.”
— Jake Umpleby, Influencer Marketing Manager
