20M organic views on
a fraction of a headcount.

The situation

Daily publishing is a headcount problem before it is a creative one.

The volume the plan implied would have taken three or four hires, and those hires were never going to be approved at that stage.

So the constraint set the design. Whatever got built had to produce at that volume without the people.

What we did

A production pipeline, run on a schedule.

Brief, draft, variant, schedule, with most of the production automated and the house voice fixed in templates so quality held as volume rose.

Performance was read weekly and fed straight into the next week of briefs.

It survived handover and still runs.

Results

Receipts