How Slate turned a B2B gifting campaign into 60+ demo requests on LinkedIn

About Slate

Slate is a video creation platform built for social media teams. The product had earned strong traction inside professional sports, with more than half the NFL using Slate to create game-day content alongside teams across the NBA and NHL. The next chapter was bigger: become the default creative tool for social media managers across every industry, not just sports.

The challenge

Breaking into the broader SMM market meant going head-to-head with established names like Canva, Adobe Express and VEED. Slate also wanted to do something B2B brands rarely do well: run a gifting campaign. Most B2B SaaS “send product, get post” programs fall flat because there is no physical product to send and creators feel like the audience instead of the messenger.

• Expand awareness beyond pro sports into general social media management
• Drive measurable demo requests, not just impressions
• Make a B2B gifting concept feel authentic to social media managers
• Compete for attention against larger, better-known design tools

Creatorbuzz’s role

Creatorbuzz designed and ran the entire 90-day program end-to-end — from creator strategy through execution and reporting. Instead of treating creators as media buys, we built them into the campaign as the voice of the social media manager community.

• Sourced 15 LinkedIn creators (~30K followers each) who actually work in or talk about social media management — including high-demand voices like Zaria Parvez, formerly Global Senior Social Media Manager at Duolingo.
• Built a 3-month narrative arc so each post had its own job: introduction, gifting, then product education.
• Designed the “Do Not Disturb” digital detox kit — a Brick phone-locker, calming tea, eucalyptus candle and a digital detox journal — sent to creators and 25 nominated SMMs in their networks.
• Negotiated, contracted and managed all 15 creators across briefs, content review, posting cadence and reporting.
• Tracked attention and intent beyond clicks — capturing UTM data, target-account engagement and qualitative signal inside the LinkedIn social media community.

The campaign: “Do Not Disturb”

Month 1 — Introduction.

Each creator introduced their audience to Slate in their own voice. Zaria Parvez’s post went semi-viral, generating 960K+ impressions and 1.6K likes on its own.

Month 2 — Grifting, with a twist

Instead of the typical branded mug, Creatorbuzz built the campaign around an audience truth: social media managers are always online. Creators received a Slate “digital detox” kit — and an extra box to Pass the Praise to a hardworking SMM in their network. 25 community members received gifts, turning a B2B gifting program into a community celebration the rest of LinkedIn wanted in on.

Month 3 — Product education

With awareness built, Month 3 introduced Slate’s new Text Presets feature. Each creator overlaid a Slate-branded preset GIF onto a personal photo — keeping the message on-brand while letting the creator’s voice carry the demo.

“Tracking in B2B influencer campaigns is a bit different from B2C. It’s not always just about clicks or immediate conversions. A lot of the value comes from awareness and conversations within the right professional community.”


Christina Le, Head of Marketing @ Slate

The result

Across 90 days and 15 LinkedIn creators, the “Do Not Disturb” campaign delivered the kind of results most B2B SaaS programs only promise.

• 1.35M+ impressions across LinkedIn.
• 60+ demo requests tied to the program.
• Engagement from Slate’s target accounts — including Tractor Supply, Dude Perfect, Nestlé, Yahoo, C4 Energy and Tubi.
• 960K+ impressions on a single post from creator Zaria Parvez during the introduction phase.
• Organic community lift — SMMs across LinkedIn praised the campaign in their own posts, extending reach beyond the contracted creators.

Slate has called this their most successful campaign to date — and went on to hire two of the creators from the program.

Why it worked

• Started with audience truth, not product features. The concept was built around a real frustration social media managers feel every day.
• Treated creators as teachers, not billboards. In B2B, influence works best when creators educate their community.
• Extended the campaign to the broader community. “Pass the Praise” turned 15 creators into a much larger conversation.
• Picked audience composition over follower count. A 30K-follower creator who reaches actual SMMs beats a 1M-follower creator who reaches everyone.