The brief.
Particl AI is an e-commerce intelligence platform that tracks real-time sales data across thousands of DTC brands to surface trending products before they blow up. They wanted e-commerce founders — people actively sourcing products to sell — to see Particl as their unfair advantage.
The goal was to make the product feel like a workflow, not a dashboard. The audience is action-oriented: they don't browse, they decide. The reels had to move fast and show an outcome that founders immediately wanted for themselves.
The approach.
The angle: Five reels, five different ways to make Particl feel like the unfair advantage. One reel followed an aspiring cosmetic founder picking products with real demand data. Another packaged a marketing concept and executed it live using Particl's ad library. Another found a trending product in the pet niche and built a business around it on camera. Each reel served a different audience but kept Particl in the same role, the research that made the bet smart.
The framework: Open with a question the viewer is already asking. Use Particl as the step that gives a non-obvious answer. Show the outcome on camera so the data feels real, not theoretical. The reels worked because Particl was the reason the bet paid off, not a banner stuck on top.
What I cut: UI walkthroughs and feature lists. E-com founders don't need to learn the dashboard, they need to see what happens after the dashboard. The reels showed the decision and the result, with Particl as the bridge.
The content.
The results.
Link clicks tracked via ManyChat across 2 of 5 reels in the series. View and engagement figures pulled from Instagram Insights.
What made it work.
The data is interesting here. The reel built for virality, the emotional rollercoaster one, did 4.3M views. The reel built for the most loyal founder audience, the marketing framework one, did 1.2M views at 12.4% engagement. Two completely different ceilings, both valuable. The series worked because each reel was tuned to a different audience and a different goal, not optimized for the same metric every time.
The 56% link CTR (highest of any brand campaign I've run) came from threading Particl through the story as the reason the outcome was possible. Viewers weren't clicking a sponsored banner, they were clicking because they wanted the same edge the reel just showed them. That's the difference between a brand mention and a brand integration.
The lesson for any e-commerce or research tool brand: lead with the result the audience wants, then let the tool be the explanation for why it happened. The "ugly ad" reel hit 4.3M because the premise was shareable. The marketing framework reel converted at 12.4% engagement because the playbook was usable. Pick the goal before you pick the format, and Particl earned both kinds of wins.
