Boo Umaly

[Neill | Plug.Dev @NeillGernon]

Around 3 years ago, I ran the first @posthog dev influencer campaign, it was an experiment... aaand it flopped.

I missed the ICP, picked the wrong creators, and chose content formats that didn’t fit. With no rules in place, the whole thing felt more like ads than education, and worst of all, not enough content even made it live. Thanks for letting me be your guinea pig, @posthog (@james406 + Charles) 🙏 Sorry it was sh*t, but I learned a lot.

That failed campaign contributed to the foundation for https://t.co/IRxRIfrkKe

What I realized wasn’t just that creators mattered... it was how broken the process was. Back then, I was cold DM-ing creators, stuck in endless back-and-forth comms, chasing invoices and payments one by one, throwing UTMs in email threads, and drafting legal contracts manually. It was messy, slow, and not scalable.

Fast forward to today: we now run creator programs for the world’s leading DevTool brands... now with a platform that fixes all those pain points and a specialist team to support scaling programs: ICP-matched creators, streamlined outreach and bookings, one invoice for everything, built-in UTMs and analytics, and contracts handled from the start.

That early flop showed me exactly what was broken, and those learnings helped inform priorities whilst building https://t.co/9La4WGJ2NZ ... so yeah, cheers posthog 🦔🙏

[Boo Umaly @plugdev_boo]

@peduarte vamos! i'm in!