How AMP Turned Social Content Into CTV Performance With a 19% Purchase Conversion Rate

AMP (Affiliate Marketing Partners) is a performance-focused affiliate and partnership marketing network. When one of its global fintech clients hit a CTV performance wall, AMP did not reach for a bigger production budget. Instead, the agency looked at what was already working.

The campaign had started strong. ROAS was solid, results were measurable, and CTV was delivering. After months of running the same creative rotation, however, performance began to flatten.

The brand, a global international money transfer company, was already running tvScientific by Pinterest as a top-performing partner in its affiliate program. But after extended creative rotation, performance began to stall.

The question was not whether CTV worked. It was how to make it work again without starting over.

At the same time, the brand had invested in athlete-led social content featuring creators across the NFL, MLS, and former Olympic athletes. These creators represented the brand’s core customer and brought relevant lived experience to the campaign.

The social performance was already strong:

• One creator’s content achieved an 11.24% engagement rate.
  
• Another creator generated a 4.46% engagement rate and 350,000+ views.
  
• The content also generated hundreds of thousands of views and reach.
  

Critically, usage rights had been negotiated for cross-channel deployment, creating an opportunity to bring the content to CTV.

tvScientific by Pinterest was able to take their social content and repurpose it for CTV-ready ads. AMP worked with tvScientific to introduce three new creatives into the existing rotation.

There was no preferential treatment. The three new ads ran alongside four existing creatives at equal weight.

Behind the scenes, tvScientific AI:

• Evaluated performance at the household level.
• Optimized delivery across supply paths.
• Adjusted toward placements and audiences most likely to convert.
• Monitored attribution windows to surface performance.

This allowed AMP and the broader partner group to test whether already-resonant social content could reinvigorate the campaign without commissioning new production.

The impact was immediate.

The campaign reversed its performance plateau without requiring new production investment.

The athlete creators were not selected solely for follower counts. Their lived experiences aligned directly with the brand’s core use case: playing their sport in a new country while continuing to support family and friends back home.

The creators were also real users of the brand’s product or former users of competitors. That relevance helped the content translate from social to CTV.

tvScientific AI continuously evaluated which creative, audience, and supply combinations were driving purchases, reallocating spend in real time.

The result depended on collaboration among the brand, agency, network, creator partners, and CTV platform. Each contributed to the process rather than operating in silos.