The situation
Wafer sells AI compute, a market where buyers are technical, sceptical of vendor marketing, and compare notes in public. Paid channels were getting expensive and the leads arriving through them were thin. The people Wafer wanted were already talking about GPU pricing and availability on Reddit; Wafer just was not in the conversation.
What we did
- Found the one thread format that the community engages with rather than scrolls past: a transparent, numbers-first breakdown of what compute actually costs and why.
- Wrote it as a peer, with the caveats and trade-offs a practitioner would include, and posted it where the buyers were rather than where the brand would have been comfortable.
- Stayed in the comments to answer the hard questions, which is where the leads came from.
The result
3x leads on one post, compared with the prior month's inbound. One post, no ad spend, and it keeps ranking for the queries it answered.
[Client-specific figures (lead counts, time window, conversion to trials) to be added before publishing.]
