Owning Manhattan
Overview
The Challenge
Streaming releases compete for attention in a saturated media environment.
Paid ads are expensive.
Influencer campaigns are fragmented.
Organic reach is unpredictable at scale.
The goal for Owning Manhattan Season 2 was to generate immediate, high-velocity organic visibility across short-form platforms during the launch window — without relying on traditional paid media.
The Strategy
Swivi deployed a creator-powered distribution campaign designed to compress weeks of organic reach into days.
Instead of individual influencer placements, the campaign leveraged coordinated creator distribution at scale, optimized for:
The strategy focused on saturation during the release window to maximize algorithmic lift and cultural visibility.
Campaign Structure
Swivi handled:
The client remained hands-off.
Results
The campaign delivered reach comparable to large paid media buys — at a fraction of the cost and timeline.
Why It Worked
Coordinated Distribution
Hundreds of creators posting simultaneously created sustained algorithm momentum across platforms.
Performance-Based Incentives
Creators were paid based on real views, aligning incentives with results.
Platform-Native Content
Short-form formats matched native consumption behavior, increasing watch time and share velocity.
Timing Discipline
The campaign was tightly aligned with the release window, maximizing impact when attention mattered most.
The Takeaway
This campaign demonstrates how creator-powered organic distribution can operate as a true media channel — delivering predictable reach, cost efficiency, and speed at scale.
The model is repeatable across:
Use This Model If You Need:
Planning a launch or release?
Deploy creator-powered distribution when timing matters most.