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.
2.4×
Sample requests month over month (458 to 1,100)
2×
Videos posted month over month
EMV
Custom reporting impressions and CPM
Su 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.
La sfida
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.
La soluzione
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.
Il risultato
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.
- 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)