Pela grew by seeding thousands of creators, then paying for ads.

1. Seed thousands, ask for nothing

   CEO Matt Bertulli says Pela seeds 2,000 to 3,000 creators a month with no requirement to post. A discount code is offered, “no strings attached” (The Bottom Line, Oct 2023).

   Copy this: start with 100 packages a month to one type of buyer, and judge it after three months, not three posts.

2. Run outreach like cold sales

   One person runs the program; an outside team does the outreach, which Bertulli compares to cold calling. Pela picks “a very specific kind of person,” such as vegans and outdoor people, and the spend is mostly the cost of the cases (The Bottom Line).

   Copy this: write the creator filter first, then hire outreach by the hour, not by the post.

3. Keep seeding small next to paid

   Seeding takes under 10% of ad spend, and Pela “can spend seven figures a month” on ads. Bertulli says the more they seeded, the better paid media got, though he never ran a formal lift test (The Bottom Line).

   Copy this: fix seeding at a set share of ad spend and watch blended cost per new customer, not code sales.

4. Sell the feel, then the planet

   Bertulli says Pela sells how the product makes life better, not altruism (The Come Up, Jul 2024). A Nov 4, 2026 ad lists “600+ Artist-made designs” before “Made with plants, not plastic” (Meta Ad Library). The proof sits lower: compost standards, a take-back program and a B Corp badge (pelacase.com).

   Copy this: lead ads with design and feel; put the sustainability proof on the product page where buyers check it.

5. Load the buy box

   On Nov 10, 2026 a $75 case page showed three “buy more, get more free” tiers with no code, a $500 screen guarantee for $30, MagSafe for $10, free shipping over $85 and free unlimited returns (pelacase.com).

   Copy this: sell a guarantee as a paid add-on and set free shipping just above one item.

Official @pelacase account, Nov 10, 2026: 28,892 followers and 1,067 videos. The reach is in creators’ posts, not the brand’s own feed.

• Cheap to make, light to ship. Pela’s seeding cost is mostly the case. Its sister brand Lomi sells for about $500 and pays creators instead of seeding at scale.
• It is a sales team. Reaching about 6,000 creators a month takes an outside outreach crew plus one owner.
• The proof is soft. Bertulli judged seeding by how the ad account moved, with no lift test. The 50% rates are the hosts’ estimate.
• What we’d change: all 50 of the newest Meta ads list Pela Case as the page. We’d test the best seeded posts as partnership ads from the creators’ handles.