Miro · B2B collaboration software · B2B creator marketing · 2026
How Miro used key opinion leaders to drive product adoption
B2B creator marketing is usually dismissed as a consumer tactic. Adoption-driven software is exactly where it works.
20M+
impressions
across 24 months of programmes
The results, up top — every number is in the strip below
20M+
impressions
across 24 months
25
key opinion leaders
practitioners with standing
15
separate projects
in 24 months
50
templates for the product library
marketing that became product
4
platforms
LinkedIn, YouTube, Instagram, TikTok
01 — The challenge
Driving adoption of a tool people have to learn to love.
Miro’s growth depends on people using the product, not just signing up for it. That makes demonstration more valuable than persuasion, and it has to happen where professionals actually learn — LinkedIn, YouTube, Instagram and TikTok.
Brand advertising cannot demonstrate a workflow.
“Nobody adopts a collaboration tool because of an ad. They adopt it because they watched someone they respect run a session with it.”
So the programme recruited practitioners rather than personalities.
02 — Our approach
25 key opinion leaders, 15 projects, plus 50 templates for the library.
Twenty-five key opinion leaders — practitioners with professional standing rather than general influencers — ran demonstrations across four platforms, producing more than 20 million impressions across 15 separate projects in 24 months.
The programme also produced 50 templates for the product’s own library, so the marketing output became part of the product experience instead of expiring with the campaign.
03 — What we did
What the campaign actually consisted of.
The working parts behind the Miro numbers above.
25 key opinion leaders
Practitioners, not personalities
Creators were selected for professional credibility in the disciplines Miro serves.
Creator asset grid
Four platforms
LinkedIn, YouTube, Instagram, TikTok
Each platform carried the format its professional audience actually watches.
Creative from the campaign
15 projects in 24 months
A programme, not a campaign
Fifteen distinct projects ran over two years, compounding rather than restarting.
Reported project summary
50 templates
Marketing that became product
Fifty templates were added to the product library, outliving the campaign that produced them.
Reported asset counts
The stack we ran it on
Meta Ads Manager
Paid social
TikTok Ads Manager
Paid social
Creator sourcing
Casting
Spark Ads & whitelisting
Amplification
Frame.io
Creative review
Canva
Creative
GA4
Analytics
Looker Studio
Dashboards
“Web Tonic did in six weeks what our last two agencies couldn't in a year — and for the first time we could see every dollar of it”
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