How MoonBrew built a $900K+ creator channel from zero in under a year

MoonBrew, the self-described Sleep Treat Company, has built a devoted following around its nightly drink mix and Sleep + Vitamin gummy. Their supplement is one that creators not only use, but actively come back to reorder time and time again. Emi Chiaramonte, MoonBrew's Head of Partnerships, counts herself among them: "I work for MoonBrew because it worked for me!"

But when Emi initially joined the brand, MoonBrew hadn’t managed to get a robust affiliate program off the ground. She inherited around 70 affiliates, a Google Sheet, and an outreach strategy operating on one-off DMs and emails:

"The most painful part was how manual it was. It was a real trek in the beginning." says Emi. “We really were at ground zero, so I did an audit of everything we were currently doing.”

Emi identified a major structural problem with their current system: Every creator program MoonBrew ran needed an additional analytics toolkit to understand how it was actually performing. The reporting she needed was always an export away, or bolted on awkwardly as an integration.

By migrating to Superfiliate, Emi found the consolidated solution that she needed to run and scale MoonBrew’s affiliate program:

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"I felt there had to be one platform that could do all of this in one place, and that was Superfiliate for us. There’s a great analytics dashboard, something that some of the other platforms didn’t offer. Communication is all built in. You don't have to leave the platform for any reason to have a successful program."

Emi Chiaramonte
Head of Partnerships at MoonBrew

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Growing to thousands while keeping it personal

To grow the program quickly, Emi needed to focus on bringing more creators into the fold. The program base grew from 70 affiliates to a few hundred, then to 3,000 across program tiers. This level of scale is often where programs turn transactional, with communication flattening into impersonal broadcasts and outreach.

Emi used Superfiliate's bulk email and DM tools to stay in close contact with her affiliates, segmenting the program and rewards according to how each group converted. Each affiliate program tier has a fully bespoke communication strategy running inside the platform:

“With Superfiliate, I was able to streamline communications with building out specific commission tiers,” says Emi. “I knew how to talk to this group compared with this other group who was converting differently. It's been the tiers, the constant promotions, and constantly sending rounds of gifting that ensures both sides are getting what they need from the partnership.”

MoonBrew’s gifting workflows also trigger on milestones, so a creator who generates their first five sales is automatically enrolled into a gifting campaign without anyone manually processing an order. These continual gifting workflows keep high-converting affiliates stocked with product, ensuring they have an ongoing supply to create content:

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“With gifting, we're constantly doing promotions and prizes and leaderboard type updates. Our affiliates are very competitive, so it’s probably the biggest lever I pull on here in terms of building connections with creators.”

Emi Chiaramonte
Head of Partnerships at MoonBrew

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Launching a new category on creator proof

The launch of MoonBrew’s Sleep + Vitamin gummy was the first major creator marketing initiative on Emi's plate, and mission critical to get right. The gummy category is highly saturated, and represented a new form factor for the brand.

Rather than recruiting creators only once the gummy had finished development, Emi built a new sourcing motion first. Superfiliate's social listening tool surfaced creators already talking about MoonBrew, while Emi also built creator lists via Creator Discovery to identify creators who were already creating content related to the gummy form factor:

"We sampled way ahead of time. We even validated the product with this creator program, even before we made the real, final version," explains Emi. “We were in a constant loop of communication and serving the people who were going to make new customers for us.”

By building relationships with current brand advocates and experts, Emi ensured that the creators promoting the launch were authentic and trusted by fans of the category. And it paid off: The launch of MoonBrew’s Sleep + Vitamin gummy drove a 30% lift in social mentions across the launch period:

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"The discovery and social listening tools played a huge role in showing us who was willing to share MoonBrew and who had true conviction behind that form of product already.”

Emi Chiaramonte
Head of Partnerships at MoonBrew

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Turning affiliate content into paid performance

MoonBrew’s affiliate content used to stop at organic reach. Now, it feeds their paid media engine, and what started as an experiment has become a major part of Emi’s role.

Superfiliate's Meta Ads Suite moves content out of the affiliate program and into their Partnership Ad buying workflow, without the permissioning drag that turns traditional whitelisting into a multi-week negotiation. For a brand with an affiliate base of thousands of creators, this workflow makes creator-led advertising possible to execute at scale:

"We've been using the Meta Ads Suite inside Superfiliate, and it makes it so easy," says Emi. "There's literally one click that the creator needs to do. Now, we have a constant pipeline of affiliate content that gets converted into our paid media.”

Because the pipeline runs continuously, MoonBrew’s paid team is no longer waiting on a hand-off of ad creative from Emi. Affiliate content is now accomplishing multiple jobs within their broader marketing strategy, with 100+ Partnership Ads running at any one time in 4-5 variations of each for creative testing:

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"It's changed our volume game, it's changed our conversion game, and it's changed the landscape of our creator relationships. We're actually seeing that affiliate content is converting better than any UGC used to do within our paid media space."

Emi Chiaramonte
Head of Partnerships at MoonBrew

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The result: Creator-led growth built on trust

The supplements category carries a burden that other categories don't: a creator recommending something you take every night isn’t just vouching for preference, but whether the product actually works.

By investing in creator-led validation on their now-flagship product, an affiliate program that hadn’t made it off the ground is now one of MoonBrew's most dependable sources of new customers–and the creators driving it know Emi by name:

“The biggest attributor of growth is honestly meaningful connection,” says Emi. I've never built a program at previous companies that had so much to do with day-to-day communication. I'm DMing them, they know who to look out for, they know who the email is coming from. I would say that the biggest lever that I've pulled here is these interpersonal connections.”

By the numbers:

• $900K+ in creator-attributed revenue
• 3,000+ affiliates enrolled
• 8,000+ new customers acquired via creator programs

In the first year alone, Emi has grown creator marketing into an almost seven-figure revenue channel for MoonBrew–and she’s only just getting started. Looking ahead, the shift Emi is watching most closely is the convergence between affiliate, influencer and paid media:

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"The biggest lever going into the new year is that convergence of paid media, affiliate and traditional influencer. We know affiliate content works. It feels like a referral from a friend."

Emi Chiaramonte
Head of Partnerships at MoonBrew

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