How Momofuku runs a creator program built around earned media, not just GMV

Momofuku measures success in impressions and video views per sample, not GMV. Reacher Plus customized outreach, reporting, and cohort analysis around their CPM-based goals.

Momofuku Goods × Reacher Plus

Industry: Food & Pantry

Product Category: Chili oils, seasoned salts, air-dried noodles, pantry staples from chef David Chang

2.4× Sample Requests2× Videos PostedEMV-First Strategy

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2.4×

Sample requests month over month (458 to 1,100)

2×

Videos posted month over month

EMV

Custom reporting impressions and CPM

About Momofuku Goods

Chef David Chang's pantry, in your kitchen

Momofuku Goods is the pantry arm of chef David Chang's restaurant group, selling chili oils, seasoned salts, and air-dried noodles built with the same ingredients used in Momofuku restaurants. Featured in The New York Times, The TODAY Show, Hypebeast, and across Chang's Netflix work.

Momofuku came to Reacher Plus running a lean internal team. They wanted to manage their affiliate program themselves but quickly hit capacity limits on building automations and handling day-to-day outreach.

The Challenge

A lean team and a KPI that doesn't fit templates

Momofuku runs a small team with a lot of agency relationships. They wanted to manage their affiliate program internally, but quickly hit capacity limits on building automations, structuring outreach, and handling the day-to-day work of keeping creators active.

On top of the bandwidth gap, Momofuku's success metrics aren't GMV. They measure earned media value and cost-per-mille, looking at impressions and video views per sample sent. A standard affiliate playbook optimized for GMV wouldn't have worked for them.

GMV isn't the goal. Momofuku measures earned media value and CPM per sample. The program had to be built around that.

The Solution

What Reacher Plus Did

Reacher Plus took over affiliate outreach from day one, then customized every part of the program around Momofuku's earned media value focus, from creator targeting to reporting format.

High-reach targeting

Custom outreach targeting high-follower and high-video-view creators specifically, because earned media value scales with impressions. The goal isn't just GMV conversion, it's reach per sample.

Custom EMV reporting

Purpose-built reporting around impressions, video views, and CPM per sample sent. Momofuku sees exactly what earned media value they're getting for every piece of product shipped.

Cohort analysis

Monthly cohort reports breaking down every creator activated, videos posted, and views generated. Lets Momofuku see if reactivation efforts are actually improving performance within cohorts over time.

Campaign-driven allocation

Strategy pivots based on upcoming campaigns. For the April viral recipe challenge, Reacher shifted 150 samples into Chili Crunch because it consistently outperforms, instead of splitting evenly across products.

150 samples reallocated to Chili Crunch. Strategy pivots based on campaigns, product performance, and earned media goals, not fixed splits.

The Result

Reacher Plus took Momofuku's creator program from a capacity-limited internal build to a tailored operation that measures what Momofuku actually cares about: earned media value, impressions, and CPM per sample. Sample request volume more than doubled in the first full month, video output doubled, and the targeting logic shifted to prioritize high-reach creators who drive EMV, not just GMV conversion.

Wins:

2.4× sample requests month over month (458 in February to 1,100 in March)
100% more videos posted (in March vs. prior month)
Custom EMV and CPM reporting (built around Momofuku's specific KPIs)
Monthly cohort analysis (creator activation, videos, view generation over time)
150 samples reallocated to Chili Crunch (ahead of April viral recipe campaign)

First full month under Reacher Plus

+1,274 samples · 2× videos

Sample requests · February

✕ 458 sample requests
✕ Flat, even product splits
✕ Generic GMV dashboard

→EMV-first

Sample requests · March

✓ 1,100 sample requests (2.4×)
✓ Targeting shifted to EMV-driving creators
✓ Video output doubled (2×)

First full month. Targeting shifted to EMV-driving creators — volume AND reach both up.

Custom reporting · Momofuku-specific KPIs

EMV-first, not GMV

$284K EMV

Total brand value generated across the active creator roster. 3.2× vs. February.

● March↑ 3.2× vs Feb

$12.40 CPM

Cost per mille per sample, down 18% — lower cost for every thousand impressions earned.

● Per sample↓ 18% lower cost

47.2M impressions

Total impressions across posted videos, up 214% month over month. 640K reach per creator on average.

● March↑ +214% MoM

Custom strategy, custom metrics. Reporting built around what Momofuku actually measures — not a generic GMV dashboard.

Custom strategy, custom metrics. Everything from outreach targeting to reporting format is built around Momofuku's EMV-first KPIs, not a generic playbook.