Digital Platform Achieves Rapid Growth, From Launch to Acquisition in Just Four Years

AdMass, a digital marketing platform founded by Yuri Kaplan in 2020, has emerged as an innovative approach to content creation through the power of User Generated Content (UGC). With a background in digital marketing and advertising, Kaplan recognized a pressing need for authentic, relatable content to stand out in an increasingly cluttered digital landscape. The platform aimed to transform customers into brand advocates, leveraging localized and genuine influencer marketing, specifically through the engagement of nano influencers.

Kaplan's entrepreneurial journey began years before the launch of AdMass. Starting in 2009, he navigated various roles within the digital marketing realm, encountering challenges that helped shape his understanding of the industry. With insights from practical experiences, he realized the significant issue of "banner blindness," where audiences become desensitized to traditional online ads. The rise of influencer marketing promised a more personal approach, yet it faced authenticity challenges, as audiences often recognized that influencers were paid to promote products, diminishing their credibility.

AdMass was born from Kaplan's vision of employing local influencers who forge authentic connections with their followers. By focusing on smaller influencers with intimate engagement, AdMass aimed to enhance promotional efficacy and provide brands with a more relatable marketing channel. After launching AdMass amidst the COVID-19 pandemic, Kaplan faced initial hurdles, including slow revenues and a difficult marketing environment due to lockdowns.

However, through active support from Innovation Factory, an ecosystem designed to foster startups, Kaplan refined his business model. Participating in events like iF’s LiONS LAIR pitch competition provided him with opportunities to connect with mentors and industry veterans, greatly enhancing his pitch and business strategy. Despite setbacks, Kaplan seized networking opportunities, leading to pivotal introductions that eventually culminated in AdMass's acquisition by Sampler, a company focused on customer sampling.

The innovation of AdMass centered on a unique interaction between brands and consumers, allowing everyday users to share genuine content about products they love without the superficiality often associated with influencer marketing. Kaplan and his team used AI technology to streamline this process, enabling brands to engage with real customers who feel passionately about their products. This innovative approach not only captured the evolving landscape of digital marketing but also created synergies that led to further business growth.

Reflecting on his journey, Kaplan emphasizes the importance of mentorship, community, and practical experience. His collaboration with Innovation Factory underscored the value of a strong network, which provided critical support and insights throughout his entrepreneurial journey. Kaplan identifies three key lessons from his experience: the necessity of thorough research before product development; the significance of establishing efficient feedback loops with stakeholders to refine offerings; and the inherent value of empathy in business—both in understanding consumer needs and fostering fruitful interpersonal connections.

AdMass's evolution showcases the potential of innovative marketing strategies that prioritize authenticity and engagement. As Kaplan embarks on another entrepreneurial venture, he carries with him the lessons learned and the knowledge that true success in business often stems from understanding and addressing the genuine needs of customers.