Performance Marketing in Action: Driving $20M+ with Paid Media

I believe performance marketing is about more than running ads. It is about building measurable, scalable systems that turn audiences into customers.

This case study highlights how we used data-driven advertising, creative optimization, and influencer strategy to deliver millions in revenue for brands and entertainment companies.

The Challenge

Brands face two common challenges:

• They spend heavily on ads but do not see clear ROI.

• They struggle to scale campaigns beyond initial traction.

Our goal was to create campaigns that not only reached the right audiences but converted them into long-term customers.

My Approach

I designed a full-funnel performance marketing strategy that included:

• Targeted Audience Development: Lookalike audiences, custom segments, and geo-targeted campaigns on Meta and YouTube.

• Advanced Tracking: Pixel setup and analytics integration to monitor conversions and optimize spend.

• Creative Testing: A/B testing across ad formats, messaging, and calls-to-action to uncover high performers.

• Influencer Marketing: Partnerships with creators to amplify awareness and trust.

• Retargeting Funnels: Sequential messaging to re-engage users who interacted but did not convert.

• Cross-Platform Execution: Meta, Google, YouTube, and TikTok working together for maximum impact.

Results

Our campaigns delivered measurable business growth:

• $3M+ in ad spend managed across platforms.

• $20M+ in total revenue generated for clients.

• 2500% ROAS achieved across campaigns.

• 50M+ impressions and 6M+ video views.

• Social growth, including 100K+ new followers for brands and 50M+ for artists.

Why It Worked

• Creative matched data. I built visuals and copy aligned with target audience behavior.

• Influencers amplified trust. Integrating creator content into paid media boosted credibility.

• Retargeting sealed conversions. Warm audiences consistently converted at the highest rate.

• Consistency across channels. Paid, organic, and influencer strategies worked together instead of in silos.

Final Word

Performance marketing is not just about ad spend. It is about precision, iteration, and strategy. With proven success across industries, I know how to turn campaigns into measurable ROI.

👉 Ready to scale your brand? Send me an email at jason@runninwithitmarketing.com.

Behind the Scenes: How I Helped Launch Jump Shot, the Steph Curry Executive Produced Documentary

When I joined the marketing campaign for Jump Shot: The Kenny Sailors Story, I immediately knew this project was different. The film highlights the life of Kenny Sailors, the basketball pioneer credited with inventing the modern jump shot. It featured interviews with basketball legends and was Executive Produced by Stephen Curry.

As Director of Marketing at Utopia Distribution, I led the digital release strategy and campaign execution. Our team faced a unique challenge: we had to launch the film at the exact moment the COVID-19 pandemic shut down theaters around the country. With traditional plans no longer possible, we had to quickly pivot and build a direct-to-audience strategy that could still deliver results.

Pivoting to a Direct Digital Launch

We decided to shift to a TVOD (transactional video-on-demand) model and launch our own custom platform. This approach gave us more control over branding, the purchase flow, and audience data. It also allowed the filmmakers to retain a larger share of the revenue compared to traditional platforms.

I helped oversee the platform rollout, coordinated with development teams, and designed the paid media funnel to drive traffic and conversions directly to our digital storefront.

Audience Targeting and Paid Media Strategy

We launched multi-platform campaigns across YouTube, Instagram, and Facebook, starting with segmented audience research. I built custom targeting profiles based on:

• NBA and college basketball fans

• Documentary viewers

• Motivational and faith-based interest groups

• Steph Curry’s fanbase and related brand engagement

From there, I created ad sets tailored to each group. Each variation included custom creative, cutdowns from the trailer, quotes from Curry and other athletes, and platform-specific messaging.

Retargeting and Conversion Funnels

We installed tracking pixels across the landing pages, trailers, and ad destinations. I used this data to build retargeting funnels that re-engaged high-intent viewers who had shown interest but hadn’t purchased.

These funnels included follow-up ads, testimonial content, and reminders leading up to the film’s opening weekend. The warm audience approach helped us increase conversions and lower cost per acquisition.

Collaborating with Steph Curry’s Team

Steph Curry’s involvement gave the film built-in credibility, but we still had to deliver the right message. I worked with his team to align our tone and visuals across all digital channels.

We developed Instagram Stories, carousel ads, and short clips that featured Steph’s quotes and moments from the film. His voice gave the campaign a personal connection that resonated with both basketball fans and general audiences.

The Results

Despite launching in the middle of a global shutdown, Jump Shot grossed $50,000 in its opening weekend. The custom TVOD platform allowed us to drive revenue efficiently while giving the filmmakers a more favorable revenue split.

Beyond the numbers, we were able to help tell an untold story in a way that was accessible, strategic, and audience-driven.

What I Learned from This Campaign

• Own the funnel when you can. A custom digital release gave us flexibility, control, and better margins

• Segmentation matters. Each audience group needed its own creative and messaging

• Retargeting builds momentum. Warm audiences converted at a much higher rate

• Collaboration is everything. Working with Steph Curry’s team elevated the entire campaign

• Documentaries can perform if the targeting and storytelling are aligned

If you are an independent filmmaker, distributor, or producer planning a digital release, I would love to help you build a high-converting, audience-first strategy.

Three Lessons from Growing Lil Wayne’s Social Media Audience by 40 Million

When people hear “40 million new followers,” they usually ask what the secret growth hack was.
The truth is there was no single trick. Scaling a creator account to that level takes a clear strategy, consistent execution, and a focus on community over vanity metrics.

While leading marketing for Lil Wayne, Young Money, and affiliated accounts, I grew one of the Top 50 largest Facebook pages in the world, scaled our reach on Instagram, Twitter/X, YouTube, and TikTok, and built a revenue model that supported merchandise, ticket sales, and brand partnerships.

Here are the three biggest lessons I learned along the way.

Lesson 1: Treat Each Platform as Its Own Ecosystem
Every platform has its own personality. Content that performs on TikTok might flop on Instagram if you don’t adapt it.
For Lil Wayne, we blended trending moments, evergreen throwbacks, and exclusive behind-the-scenes content unique to each platform. This made our channels the go-to source for fans and built daily engagement into the brand.

Lesson 2: Build Monetization Into the Content
We didn’t separate “sales” from “social.” Merch drops, tour ticket links, and brand collaborations were part of the regular content flow, not special one-off campaigns.
This approach allowed us to sell out merchandise in a single day and maintain consistent direct-to-fan revenue. Our email list of 500K made sure those opportunities reached the right people at the right time.
Lesson 3: Community Drives Growth, Not Just Content
Numbers matter, but loyal fans drive real results. We credited photographers and creators whose work we shared, responded to fans, and kept them engaged through contests, sneak peeks, and live coverage of events like Drake vs. Lil Wayne Tour and Lil Weezyana Festival.
When fans feel seen and valued, they not only engage, they spread the word for you.

The Results

• 60M total new followers across artist accounts

• Multi-million-dollar brand partnerships with NFL, EA Sports, Samsung, and more

• Consistent revenue from ticketing, merchandise, and collaborations

Final Takeaway
The biggest shift for me was seeing social media as an ecosystem instead of a content feed. Every post had a job to do — build connection, drive engagement, or move a fan toward a purchase.
That’s how you turn 40 million new followers into something far more valuable: a thriving, profitable community.

How Restaurants Can Use AI to Power Natural Language Ordering and Instant Checkout

Imagine walking into a café, pulling up your phone, and saying, “I want a fruity, dairy-free iced tea with something sweet on the side.” Within seconds, the menu updates, suggests the perfect drink, and lets you pay right there in the app. No confusing dropdowns, no endless scrolling — just a conversation that turns into an order.

This is the power of Natural Language Ordering (NLO) — a new way for restaurants to let customers browse, customize, and purchase items instantly using conversational AI.

What Is Natural Language Ordering?

Natural Language Ordering uses AI to understand everyday language and match it to actual menu items. Instead of forcing customers to click through menus or guess the right category, NLO allows them to type or speak what they want.

Example:

“I want a creamy tea with low sugar and boba.”

The app then recommends options like Matcha Milk Tea, Taro Milk Tea, or Thai Iced Tea, shows calorie counts, prices, and topping options, and even suggests snacks or pastries to pair with the drink.

How We Built It

Our MenuGPT system connects a custom-trained GPT assistant to a digital menu. The assistant pulls real menu data — drinks, food, toppings, prices, and calories — from a structured spreadsheet. It can filter items by flavors, dietary needs, or drink base (green tea, milk tea, smoothies) and instantly create a full order summary, including tax and tip.

The best part? It’s paired with a built-in checkout flow. After confirming the order, users can pay on the spot — no more waiting in line.

Why It’s a Game-Changer for Restaurants

1. Faster Orders – No menus to scroll through or modifiers to click. Customers just say what they want.

2. Upselling Made Easy – The AI suggests add-ons like toppings, snacks, or sandwiches based on what’s in the cart.

3. Fewer Abandoned Orders – The checkout process is conversational and instant, reducing friction that typically leads to cart abandonment.

4. Customizable for Any Menu – The system can adapt to any café, restaurant, or bar menu without coding experience.

How It Works Behind the Scenes

• Custom GPT Assistant: Trained specifically on your menu data, categories, and item descriptions.

• Project Command Center: A backend dashboard to upload new menu items, prices, and specials without technical knowledgeAI_Command_Center_Produ….

• Integrated Checkout: Once an order is confirmed, the assistant shows a receipt and lets the customer pay directly.

Who Is It For?

• Cafés, bubble tea shops, retail stores, and bakeries that want a more interactive way to order.

• Restaurants with large menus that want to make ordering easier for first-time customers.

• Food trucks and pop-up shops that need quick, contactless checkout options.

Ready to Try It?

We help restaurants set up custom menu apps with Natural Language Ordering and instant payment. Whether you want a shared GPT system or a private, branded assistant with your own menu, we can get you started quickly.

Here is a free demo to try out: https://chatgpt.com/g/g-6877fb627afc8191b94e385667ebde84-menugpt-sweethut-test

📩 Email Jason: jpollak0288@gmail.com
🌐 Website: jasonpollakmarketing.com

Building a Digital Empire: How I Scaled Lil Wayne’s Social Presence From 10 Million to Over 100 Million Followers

In today’s fast-paced music industry, having a strong digital presence isn’t just a bonus—it’s essential. Over the last decade, I had the opportunity to help shape the online presence of some of hip-hop’s biggest icons, including Lil Wayne, Nicki Minaj, and the Young Money brand. What started as managing Lil Wayne’s Facebook page evolved into creating a vast digital ecosystem that now spans over 100 million followers across multiple platforms.

Here’s a behind-the-scenes look at how we built this digital empire, and why it matters for artists and music marketers alike.

From Facebook to TikTok: Growing With the Platforms

When I first began, Facebook was the king of social media for artists. Lil Wayne’s Facebook page grew from 10 million to an astonishing 50 million followers, making it one of the top 50 largest pages globally. But the game has changed. We adapted by expanding to Instagram, growing Young Money’s profile to over 1 million followers in just one year. Twitter followed, expanding from 100,000 to 415,000 engaged fans.

Recognizing the rise of new platforms, we launched Lil Wayne’s TikTok account and grew it to 3 million followers in just 2 months by producing native, audience-focused content designed specifically for TikTok’s unique style and community.

Viral Moments and Content Series That Keep Fans Engaged

A key to maintaining momentum in digital marketing is not only gaining followers but keeping them engaged. The rollout of the Carter VI album announcement is a prime example. By creating relatable and shareable short-form videos, the announcement video amassed 10 million views in less than 48 hours.

We also developed recurring content like Weezy Wednesdays and tour vlogs, giving fans exclusive access to behind-the-scenes moments. These content series helped build loyalty and foster a deeper connection between the artist and fans.

Powerful Brand Partnerships That Amplify Reach

Building a digital empire isn’t just about followers—it’s about converting that audience into meaningful partnerships. We collaborated with major brands like Spotify, Samsung, the NFL, EA Sports, Apartments.com, and Bumbu Rum to create campaigns that aligned with Lil Wayne’s brand and connected authentically with fans.

From product launches to Super Bowl commercial promotions, these partnerships expanded the artist’s reach beyond music and into lifestyle and culture.

Real-Time Engagement at Live Events

Live events such as Lil Weezyana Fest and the Drake vs. Lil Wayne battle provided prime opportunities for real-time social engagement. By delivering up-to-the-minute content and immersive fan experiences during these events, we generated spikes in impressions, ticket sales, and follower growth.

Why This Matters

Building a digital presence with over 100 million followers isn’t just about vanity metrics. It’s about creating a sustainable, engaged community that supports artists through every release, tour, and brand collaboration.

If you’re an artist or marketer looking to build or scale your digital footprint, it’s crucial to focus on authentic content, platform-specific strategies, and partnerships that enhance the fan experience.

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