Scaling Propel’s UGC and Influencer Marketing Programs from 0 to 100
CLIENT
SERVICESInfluencer MarketingUGCCommunity ManagementSocial Media ManagementCampaign ManagementData AnalysisClient
TESTIMONIAL
What stood out to me about working with Chris and Tamra was how thoughtfully they handled working with our app users — a vulnerable population who don't always get their stories told. They created space for real people to share their experiences in a way that felt dignified and authentic. And when the government shutdown happened, they didn't miss a beat. They identified a whole new category of creator almost overnight to help us get the word out to donors and families who needed it most.
— Rosalind Bonnat, Director of Brand at Propel
Project summary
Propel is the #1 EBT app, helping more than 5 million Americans each month check their balance, find savings, and stretch their food budget.
Nebula partnered with Propel to build and scale its UGC and influencer marketing programs, helping turn creator content into a reliable organic channel for awareness, education, and community engagement.
The challenge was uniquely complex. Propel serves EBT users, many of whom are navigating real financial pressure. The content had to be clear, useful, and respectful while operating in a regulated industry, addressing sensitive topics, and navigating periods of political polarization.
Nebula helped Propel build the systems to do this well. We sourced and coached real users, activated non-traditional creators, developed campaign concepts, managed creator relationships, expanded Propel into new creator niches, and measured performance across owned, UGC, and influencer content.
Across our work together, Nebula helped Propel scale from early creator experimentation into a repeatable content engine spanning advocacy, lifestyle, comedy, food, family, self-care, and community storytelling.
Top-Line Results
120+
videos produced
Built a steady content engine across Propel’s owned, UGC, and creator channels.
+85%
TikTok audience growth
Helped Propel significantly grow its TikTok presence during Nebula’s tenure.
6M+
views on creator content
Expanded Propel’s reach through aligned creators across advocacy, lifestyle, comedy, family, food, and self-care.
+55%
Instagram audience growth
Supported consistent audience expansion across Instagram.
500K+
engagements on produced content
Created content that resonated with Propel’s audience and encouraged meaningful community interaction.
+200%
engagement rate growth
Improved how Propel’s audience interacted with content by building formats that felt useful, human, and culturally aware.
Campaign HighlightsSNAP Relief Fund
During the November 2025 government shutdown, SNAP benefit delays left millions of households without the food support they rely on.
Propel launched a SNAP Relief Fund to provide emergency assistance to families while benefits were delayed. Nebula helped source and activate creator voices quickly, spreading the word with urgency, empathy, and credibility.
Within a three-day turnaround, the campaign helped drive major reach and awareness across social, contributing to $12M raised for SNAP families, 10K new followers, and high-performing creator content across platforms.
Campaign HighlightsSummer EBT
Summer EBT provides eligible families with an additional deposit to help cover groceries while kids are home from school and no longer receiving school meals.
For Propel, the challenge was explaining an important benefits program in a way that felt simple, accessible, and relevant to families.
Nebula supported campaign ideation, creator sourcing, UGC production, influencer execution, and performance analysis across Summer EBT 2025 and 2026, helping Propel reach more families with timely and useful information.
PROPEL X NEBULA SOCIALThe Outcome
Nebula helped Propel build a creator marketing program that could move quickly, scale thoughtfully, and communicate with care.
By combining UGC, influencer marketing, social strategy, community management, and data analysis, we helped Propel build a repeatable engine to reach families with information that matters.
The result was a stronger social presence, a broader creator ecosystem, and a content program built around trust, clarity, and measurable impact.