How FairCrawl uses mani
Developer-targeted content for an API product
100+ developer-focused ads in 5 months
Developer community engagement up 3.1x
API signups from paid ads increased 2.2x
Content maintains technical credibility (no marketing-speak detected)
Cost per API signup reduced by 40% vs generic creative
The problem
FairCrawl is a web scraping API for developers. Marketing to developers is uniquely challenging: they hate being marketed to, they detect inauthenticity instantly, and they respond only to content that demonstrates technical competence. Generic ad creative does not work.
The approach
Mani's Brand DNA scanner identified FairCrawl's register: technical, concise, code-centric. The audience extractor correctly identified 'developers and technical teams building data pipelines.' The visual style: dark mode, monospace typography, terminal-aesthetic.
The workflow
Generate developer-targeted ads weekly: code snippet showcases, performance benchmark comparisons, 'build this in 3 lines' demos. The ads look like developer documentation, not marketing materials. This is deliberate: developer audiences trust content that looks like it was made by developers.
Sample creative from FairCrawl
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"Running FairCrawl on mani changed the math. I went from spending hours on creative to spending minutes. The daily queue means I never start from zero."
Manuel Zamora, founder (operates FairCrawl as part of the Fair portfolio)
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