Vaunt
Vaunt went from two years of silence to over 180,000 new users
Overview
For two years, Vaunt published nothing. No posts. No videos. Nobody at the company talked to the people it wanted to reach. Then we started with the one question every first-time buyer carries: how much does it cost to fly private? One video built on that question generated 11.3 million views. Vaunt now has over 180,000 new users on the platform in 2026 alone.
The problem
Vaunt is a software product, not a charter operator. Members use the app to get access to empty-leg private flights. The product worked. The demand was real. The brand had no voice. For two years the company posted nothing, so paid media carried everything. Every person who found Vaunt found it because someone bought the impression. That creates a quiet problem. A brand people only see in ads never earns trust. It rents attention and hopes the renter sticks around. Chapter 2: What the data said We did not open with a content calendar. We opened Vaunt's own data. Every week we pull the flight export and read it: how many flights are available, which departure cities lead, which states and cities fill. That told us where Vaunt's people live and which markets already pull. The second thing the data told us came later and changed how we ran everything. Views do not tell you who buys. Vaunt does not count views, likes or shares as wins. The team cares about comments and conversations, connected calls and sales. So we built our reporting around those, and we judged every piece of content by whether it started a conversation.
What we built
Step 1. We put strangers on camera. Street interviews aimed at the consumer, built from the data, posted three times a week at the start. Each format began as a hypothesis about what a first-time buyer wants to know. Real people, real answers. Step 2. We tested until something broke through. The format behind the cost question went through roughly one hundred tests. We changed the hook, the framing and the opening line, posted again, and read the results. Nothing about the winner was luck. We ran enough tests that a winner had to show up. Step 3. We built the catch before the wave. Attention without a path is a wasted view. On Instagram, a comment on a post triggers a Manychat DM with the download link. On TikTok, the link in bio goes straight to the app. A separate landing page at flights.flyvaunt.com captures leads and matches them to app accounts by phone number. Step 4. We fed paid media only what organic had proven. When a post earned comments fast, we turned it into an ad. Meta ad sets split by metro and placement, broad targeting, optimized to registrations. Testimonial creative went into retargeting. The rule never changed: test with content first, then put paid media behind the winner.
The result
The hundredth test On January 16 we posted a 2:13 reel titled "How much does it cost to fly private?" It did not behave like the other ninety-nine. It reached 4,969,860 people and collected 11,356,312 views. Viewers left 12,279 comments, shared it 118,167 times and saved it 40,879 times. Total interactions hit 288,790, with 115,821 likes and 1,644 reposts. Together, the audience watched it for more than a year of cumulative watch time: 1 year, 40 days and 10 hours. It brought in 65,395 new followers from a single video. The account went from 20,000 followers to 300,000 in six months. A channel that sat empty for two years became the biggest source of attention Vaunt owns. Chapter 5: Where the attention went Vaunt added over 180,000 new users on the platform between January and early October 2026. January alone brought more than 40,000. A single day in mid-January set the all-time record for new users. A viral TikTok on July 9 pushed July up roughly 50% over June. The landing page funnel produced 150 qualified leads with no paid media behind it. Content alone filled that pipeline. The tracked data showed one more pattern. Testimonial retargeting creative turned downloads into sales about ten times as often as the weakest creative in the account. Proof from real members beat polish. Chapter 6: What cooled The numbers did not hold their peak, and we will say so. New users ran well over 1,500 a day in January and settled near 400 a day by September. A launch spike always fades. Creative fatigue steepened the drop when one set of ads ran for weeks without fresh variants. We paused retargeting to relaunch it with creative that has already proven it converts. We set a refresh cadence so no ad set runs for weeks untouched. The Q4 goal is to lift daily new users back to 600 to 800 by December. The lesson cost us something to learn. It now runs the account. The Principle Attention is easy to buy and hard to keep. The system that lasts tests before it spends and refreshes before it fatigues. A viral video is the hundredth test, not the first. Next Read the Hardly Initiated case study next. Then, if your product is good and nobody can tell yet, book a call and we will show you which constraint is costing you the most
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