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CASE STUDY

Zero to 50k Users in 6 Months with Social Media Automation

 

Overview

propelme was a mission-driven venture designed to solve one of maritime HR’s most persistent problems: fragmented, inefficient networks between seafarers and employers. Within six months of launch, the platform scaled to over 50,000 users, onboarded several of the largest shipping companies in the sector, and built a global brand presence that reached over 50 million social media impressions per month.

This case study explores how a lean team used narrative clarity, automation, and social-driven virality to build explosive early momentum.

Chris McMenemy presenting propelme’s vision live — launching a full dual-platform product in under 4 months and building one of the most engaged social audiences in maritime.

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The everything app for seafarers — propelme’s mobile platform delivered job tools, exclusive perks, and community access, helping us onboard 50,000+ users in just six months.

 

 

Challenge

The maritime recruitment space is deeply entrenched, relationship-driven, and resistant to digital disruption. Propelme entered as a startup with no legacy, no brand recognition, and limited resources.

Our challenge was to:

  • Build trust with both talent and employers

  • Acquire users at scale, without traditional ad spend

  • Launch a dual-platform SaaS and mobile app in record time

  • Compete with legacy players with embedded infrastructure

 

 

Approach

We leaned into speed, automation, and narrative to build traction quickly and outmanoeuvre slower incumbents.

1. Strategic Narrative + Product-Led GTM

  • Positioned Propelme as a platform for empowerment, transparency, and global access

  • Built brand affinity around the “next generation” of maritime careers

  • Aligned every outbound touchpoint with the product’s user-first DNA

2. Full Funnel Content Automation

  • Built AI-assisted content engines to publish high-volume, high-engagement posts across social platforms

  • Automated the creation of testimonials, user wins, and employer success stories

  • Localised content to target regional markets with hyper-relevance

3. Hypergrowth with No Ad Spend

  • Identified and acquired admin rights to top Facebook groups in the maritime recruitment niche

  • Used automation to outreach directly to group members, achieving high conversion rates into Propelme users

  • Leveraged those same user bases to build Meta custom audiences for highly targeted ads

  • Engineered virality through user-generated referrals, incentives, and social gamification

  • Leveraged creators, memes, trendjacking, and automation to drive 50M+ impressions/month

  • Onboarded a remote content and support team in the Philippines in under 30 days

4. Multi-Channel Launch Infrastructure

  • Released mobile and web-based platforms simultaneously in under 4 months

  • Built onboarding flows and CRM triggers to maximise user activation and retention

  • Enabled employer self-service with scalable pricing and upsells

 

 

Results

  • User Growth: 0 to 50,000+ verified users in 6 months

  • Brand Reach: 50M+ monthly impressions across social platforms

  • Client Wins: Secured major global shipping companies as paying clients

  • Content Velocity: 10x weekly output vs. competitors, with higher engagement

  • Platform Build: Launched mobile and SaaS platforms from scratch in 120 days

 

 

Key Takeaway

propelme succeeded by pairing speed with systems. We launched fast, automated everything, and delivered a brand that resonated with both users and clients. In a space where trust is slow and scale is rare, we proved that narrative, tech, and momentum still win.

 

The old marine sales playbook is dead.

Buyers are more informed. Digital presence matters more than ever. Yet most marine businesses still rely on outdated growth models — siloed teams, technical-first strategy, and bloated sales cycles.

Modern buyers make 83% of their decision before speaking to sales. 66% would buy based on digital experience alone.

Despite this shift, the industry hasn’t adapted.

Old tactics don’t work in a world where speed, clarity, and alignment drive results. That's where Valo comes in.

Get VALO : Get results

I founded VALO to break the playbook and redefine what commercial growth looks like in the marine industry.

With a background as a naval architect, startup founder, commercial operator, and growth strategist — and a career-long focus on automation, technology, and systems thinking — I’ve seen every corner of this sector. I’ve made the mistakes, challenged entrenched thinking, and learned what actually drives progress — not just in theory, but in real operational environments.

VALO combines deep marine insight with sharp commercial execution — blending strategic narrative, AI-powered systems, and embedded leadership to unlock momentum fast.

We audit, design, implement, and empower — helping you think differently, act faster, and scale with real commercial precision.

Once the foundation’s set, we stay in your corner — through fractional support, modern toolkits, and the systems to keep your growth moving.

If you're ready to grow differently — and move faster than the market — let’s talk.

Chris McMenemy  |  Founder & CEO

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