He posted on LinkedIn every day.
AppSumo history followed.
SendPilot's founders showed up on LinkedIn with radical transparency, real numbers, and zero filter. Here's what happened when AppSumo's team noticed.
The partners
Meet Oskar and Mathias.
Oskar Moens and Mathias Warg are the co-founders of SendPilot, an AI tool that automates LinkedIn outreach and post scheduling. They're in their early twenties. They work out of a bedroom with an energy drink on the desk. (Same energy as every great startup, honestly.)
They launched on AppSumo on March 2, 2026. In 24 days, they didn't just have a good launch. They had one of the best in AppSumo's history.
The LinkedIn playbook
They posted everything. And we mean everything.
From day one of their launch, Oskar and Mathias were posting on LinkedIn 1 to 2 times every day. Not polished brand content. Real posts. Revenue milestones. Ranking announcements. The actual numbers. (You know, the stuff most founders only share after a round closes.)
They hit #1 on AppSumo within 48 hours. They posted about it. Their followers could watch the deal grow in real time, post by post.
AppSumo's growth team was watching too. We reached out, started collaborating, and quickly realized: their LinkedIn feed was already doing the hard work. We just needed to put some budget behind it.
"In just 48 hours, we hit $22,000 in sales and became the #1 seller on AppSumo. Wild! Every bit of feedback has been incredible so far, and Sendpilot.ai is blowing up way faster than expected!"
Mathias Warg, Co-Founder, SendPilot. This post became Ad A.The through-line across every post: transparency. Real revenue numbers. Real rankings. Real excitement from two founders who clearly couldn't believe what was happening to them. (Same, honestly.)
That authenticity is exactly why it worked as ad creative. It didn't look like an ad because it wasn't one. It was just Oskar and Mathias being genuinely excited about their deal.
The creative
Their posts. Our ads.
AppSumo's team turned four pieces of organic LinkedIn content into paid ads across Meta and Instagram. No studio. No brand shoot. No design brief. Just screenshots, a bedroom photo, and a meme. (The meme performed great, obviously.)
The milestone post
A screenshot of Mathias's LinkedIn post: "$22K in 48 hours, we're #1 on AppSumo." The founders' own voice, unedited, used as the ad. Social proof you can't manufacture.
The bedroom photo
Oskar, hunched over his monitor in a dark attic room, energy drink in hand. Our team saw this photo and had to make an ad out of it. Overlaid with a simple truth: $948/year vs. $69 lifetime.
The meme
We saw the energy. We leaned in. "DO IT I'LL LEAVE" applied to SendPilot's product. Near-zero production cost. High engagement. Proves that when the audience is warm, you can have a little fun with them.
The #1 trending post
A screenshot of Oskar's LinkedIn post showing SendPilot holding the top spot in AppSumo's trending list. It looks like something a friend forwarded you. Because it basically was.
The results
Every channel fired.
The LinkedIn content didn't just power Meta ads. It created a warm audience that converted across every paid channel we ran.
How it stacks up
The average partner vs. two guys posting on LinkedIn.
Here's the thing about the affiliate numbers. This isn't a big affiliate network. It's not a coupon site or an email list. It's one founder with 16,500 LinkedIn followers, posting 1 to 2 times a day about his deal. That's it.
And on Meta, SendPilot's organic-content creative delivered 2x the average order value at half the cost per purchase compared to AppSumo's previous best-performing paid campaign. That campaign used designed assets. SendPilot used a bedroom photo and some LinkedIn screenshots.
The model
Why this worked: the LinkedIn flywheel.
None of this happened by accident. There's a repeatable loop here, and it's worth understanding.
What this means for you
The playbook, stolen fair and square.
SendPilot didn't have a bigger budget, a bigger team, or a bigger brand than most of our partners. They just had a better content habit. Here's what future partners can take from this.
Post during your launch. A lot.
Founders who win on AppSumo aren't just building. They're documenting. 1 to 2 posts per day during your live window gives AppSumo's team raw creative material and drives organic affiliate traffic at the same time. Volume matters.
Share the real numbers.
Revenue milestones, review counts, ranking moments. These make for better ad creative than anything a design team can produce. Transparency creates urgency. "$22K in 48 hours" is a proof point and a FOMO trigger at the same time.
Your authentic photo beats a brand shoot.
The most-used creative asset across SendPilot's entire campaign was a photo of a founder coding in his attic at midnight. That's not an accident. It signals that the product is built by a real person, and that resonates with buyers more than any polished visual ever will.
Loop us in early.
Oskar and Mathias were posting, and AppSumo's growth team was watching. The partnership between organic founder content and AppSumo's paid distribution is what turned a strong launch into a record-breaking one. Reach out. Share what's working. Let's amplify it together.