2.7x ROAS from seeding 8 weeks early

2.7x ROAS from seeding 8 weeks early

An outdoor brand seeded product to 15 creators 8 weeks before peak season vs a control seeded at peak. n=2 arms, equal spend.

Peak-timed: 1.5x ROAS
Pre-seeded: 2.7x ROAS

████ peak
███████ pre-seeded

Early seeding let authentic use-content accumulate before demand spiked, so the brand owned the conversation when buyers started searching. Peak-timed creators fought a crowded, expensive auction.

So what: for seasonal categories, seed into the off-season; arrive before the demand, not with it.

Benchmark: pre-season seeding lifts seasonal ROAS 40–80% vs peak timing.