Meet The AI Tool Helping Brands Like Benefit Cosmetics Unlock a New Kind of Creator

Alexis Ohanian-backed startup Plot surfaced TikTok creator Samara Boulter to Benefit Cosmetics after her seven mentions of the brand in the last three months earned over 32 million views, according to Toto Haba, Benefit's svp of growth and digital transformation. Boulter, who has 6.2 million followers and never tagged the brand, was subsequently added to Benefit's gifting list and now has a relationship with the company.

Samara Boulter, AKA @samaraispinkk https://www.tiktok.com/@samaraispinkk?lang=en , wasn’t trying to get Benefit Cosmetics’ attention when she started filming the chatty “get ready with me” GRWM content that’s earned her 6.2 million followers. While she didn’t tag the brand, a light pink box of its Cookie Highlighter was in plain sight on her dresser in almost every video. In the last three months alone, Boulter has talked about Benefit seven times, “and those seven times have earned over 32 million views,” Toto Haba, Benefit’s svp growth and digital transformation. If it weren’t for Alexis Ohanian-backed startup Plot https://www.adweek.com/media/alexis-ohanian-plot-4-1m/ , these numbers might have gone unnoticed by Benefit, which subsequently added Boulter to its gifting list and started building a relationship with her. UNLOCK FULL ACCESS Subscribe and get full access to the news, insights, and expertise that keep industry professionals ahead of the curve. VIEW ALL SUBSCRIPTION OPTIONS https://www.adweek.com/subscription/