CREATOR GROWTH + PARTNERSHIPS

What’s Inside

Building the content, distribution, partnership, and monetization systems behind one of the world’s most recognizable creator brands.

CASE STUDY TYPE: Creator
BRAND / CLIENT: What’s Inside
CREATOR / TEAM: Dan and Lincoln Markham
VIEWS / REACH: 1.5B+ organic views generated during the engagement
ENGAGEMENT SIGNAL: Cross-platform audience growth and brand partnership performance

0 → 2.2M+TikTok followers

30K → 1.8MFacebook followers

300K → 2M+What’s Inside Family subscribers

$40MTesla sales influenced through content

THE CHALLENGE

What needed to change.

Translate the momentum of a successful YouTube channel into a diversified creator business with durable audiences, stronger brand relationships, and repeatable growth across emerging platforms.

OUR ROLE

What DeVries Digital managed.

Partnership development, commercial coordination, campaign communication, approvals, deliverables, and platform strategy within the scope described for this creator.

THE APPROACH

How the work changed.

Built platform-specific programming rather than simply reposting YouTube content.
Launched and scaled TikTok, Facebook, Snapchat, Twitter, Instagram, and the What’s Inside Family property.
Led brand partnership outreach, negotiation, contracting, campaign strategy, and long-term relationship development.
Combined content, community, commerce, and distribution into a broader creator operating system.

PARTNERSHIP PORTFOLIO