Mimir Systems builds an AI research copilot for R&D and engineering teams. When I started in March 2026, the product was real and the audience was zero. No followers, no content system, no launch plan.
The problem was the standard one for technical products. The people who understood Mimir instantly were researchers, and researchers are not where reach gets built. The channels where reach gets built, TikTok and Instagram, are full of people who will never read a paper. My job was individual acquisition: put the product in front of students, engineers, and researchers on the channels where they actually spend time, in words that don't require a demo to follow.
What I built
- Owned individual acquisition across TikTok, Instagram, X, and Reddit.
- Built the content operating system: the calendars, the formats, and the rules for what gets made and why.
- Ran competitive intelligence on nine tools in the space and used it to pick positioning ground the incumbents had left open.
- Managed collabs and influencer partnerships.
- Built the launch plan and the GTM playbook.
What happened
- In two months of posting, from late April, Instagram went from 0 to 1,281 followers.
- Over 350,000 accounts were reached in that period.
The honest middle
Two honest readings sit under those numbers. The first is the distance between them: over 350,000 accounts reached while the following grew to 1,281. Viral reach and a durable audience are not the same asset. Reach arrives in an afternoon; a following compounds slowly, and two months is early on that curve. The second is how it ended. The company pivoted to a different strategy, and the role went with it. The channels I built were built for the strategy the company moved away from, which is the standing risk of early-stage marketing: you can execute well against a direction you do not control. Neither reading makes the work not worth doing. Both are part of what the work costs.
What this means if you're a founder
If your product needs a demo before anyone understands it, this is the work I do. The audit and sprint on the work with me page are the shortest way to start.