Deviate Labs
Innovative Growth
Marketing Agency

If your startup has gone from 'Zero to One', Deviate Labs will help you go from One to a Million...

Deviate Labs is a growth marketing agency established in 2013. We offer a wide spectrum of custom-tailored marketing services, and can work in an advisory or execution role. Some of our past clients are:

  • venture-backed startups like Dollar Shave Club, acquired by Unilever for $1 billion
  • celebrity-founded startups like Hello Bello, founded by Kristen Bell and Dax Shepard
  • bootstrapped ventures like Tapfiliate, the largest affiliate marketing SaaS company in Europe
  • Shark Tank featured startups like Lollaland, backed by Mark Cuban and Robert Herjavec
  • Grammy-nominated musicians like Michael Marquart, the former drummer in the 80s rock band, A Flock of Seagulls.

Our growth marketing campaigns have been featured on media outlets like CBS, VentureBeat, and NPR. In 2017, the Deviate Labs' co-founders — Chad Riddersen and Raymond Fong — authored the Amazon Best Seller "Growth Hacking: Silicon Valley's Best Kept Secret".

Why Companies Choose Us

Deviate Labs marries time-proven marketing tactics with creative "out-of-the-box" growth hacks. We recognize that each client's circumstances are unique. Rather than fitting every client into a cookie-cutter plan, we customize our go-to-market tactics for every engagement.

We are industry agnostic, having worked with clients across a breadth of industries including:

  • Roxx, a famous tattoo artist with work featured in the Museum of Modern Art
  • The website hosting division of Automattic, the company behind WordPress
  • Beasts of Balance, an interactive board game company backed by Amazon and acquired by Niantic, the creators of Pokémon Go
  • An Instagram influencer, Jenny Cipoletti, on the launch of a mobile app
  • A YouTube influencer, The Idaho Painter, on the launch of a private-label product line
  • An international conglomerate that owns the resale rights to all .tech domains

Our work ranges from direct-to-consumer ecommerce, to enterprise SaaS, to mobile apps. We swipe tactics from one industry and deploy them in others. This free-flow exchange of ideas empowers our go-to-market strategies and differentiates us from "traditional" marketing agencies.

We are based in North America, but our clients range from London, Paris, Amsterdam, Mumbai, Shanghai, and beyond. As marketing ambassadors, we take tactics forged in the fires of America's free market capitalism and transport them around the world.

Three Examples of Growth Hacks

Deviate Labs' growth marketing ideology is rooted in marketing fundamentals steeped with battle-tested strategies. However, with the right circumstances and clients, we have had the opportunity to implement experimental growth hacks. Following are three examples whose results exceeded even our own expectations, with some confidential details omitted for client privacy.

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Breaking Through the Black Friday Noise

Radix is a conglomerate that owns the registration rights for top-level domains. They retained us to identify and execute a campaign to capture the tech community's attention. Our ultimate goal was to raise awareness around Radix' .tech domains.

After a multi-month growth hacking ideation process, Radix settled on an "anti-ad campaign". We scheduled it to launch on the most crowded advertising week of the year: Black Friday through Cyber Monday.

To break through the Black Friday noise, we conceived and architected a series of digital puzzle rooms. Each room was a tech-themed challenge filled with ciphers and trivia tailored to the tech community.

Over 193,000 techies tried their hand at Break the Code, with the average visitor spending an astonishing 17.4 minutes on the site! Our puzzle campaign spawned myriad media, ranging from YouTube tutorials to a dedicated Discord server, to a 5000+ comment Reddit megathread. There was even a petition for Break the Code themed merchandise. Radix quite literally had people writing in to say that the campaign changed their lives.

Radix' Break The Code Growth Hack was a huge success resulting in literally life-altering experiences.
Dogs vs. Cats was our growth hack that netted our client 40,000 free email leads in only ten days.

Sold-Out Pre-Launch on a $0 Ad Budget

We were retained by a Chinese pet product manufacturer. They wanted to transition from white-label retail partnerships to direct-to-consumer household sales.

Inspired by Google's Star Wars homage and Harry's infamous incentivized referral pre-launch, we cherry-picked components from both campaigns. We created a one-of-a-kind mash-up for the client's pre-launch: a viral campaign that pitted dog and cat lovers against each other. The campaign leveraged our technical background in conjunction with our marketing prowess.

Over the course of just ten days, and without spending a dime on advertising, the landing page saw 130,000+ unique visitors. We got 40,000 email leads and 50,000+ social likes, shares, and comments. Our campaign was a hit with hundreds of local animal shelters, leading to millions of social media impressions.

Days after the official launch of the client's ecommerce site, most of their merchandise sold out due to popular demand.

#1 Viral Song in the World

A freshly formed group of musicians led by a celebrity pop artist hired us to help their budding band land a global tour.

Our growth marketing ideation phase revealed that the client had just released a 4-track "EP" album. We needed to capture the attention of the music industry's gatekeepers to validate our client's world tour aspirations. The primary goal was to top Spotify's "Viral 50" chart, while supporting a rising tide across YouTube, Apple Music, and other platforms.

While we can't disclose the technical details of our methodology, we helped the client top the Viral 50 chart, beating out the likes of Drake and Justin Timberlake. And the campaign's success eventually landed the client their global tour.

One of our growth hacks was to help a budding celebrity pop artist break into Spotify's "Viral 50" charts. Mission accomplished.

Ready for Growth?


We seek to work with passionate and driven entrepreneurs above all else. We are agnostic to the industry (in fact, we relish the opportunity to apply our innovations to new industries). Here is what some of our past clients have to say about working with us...
I've been working with the Deviate Labs team for over a year now and it has been a fantastic experience! As our project has evolved, the team was able to adapt and optimize for each stage. Deviate Labs is a creative and resourceful team with many facets of expertise — I highly recommend their services.
Manat MacLeod @ SMART Technologies
Deviate is incredibly thoughtful in their approach to our app's advertising strategy. They're a data-driven team that executes at a high level and provides a lot of innovative ideas. We genuinely appreciate their enthusiasm and can-do attitudes!
Jenny Cipoletti @ Tivvit
Deviate Labs is a cutting-edge, comprehensive, and well-informed marketing company. We have been beyond impressed with their proactive nature and diligence in quickly getting our business working multiple angles that we would have otherwise not had the time for or the knowledge of. By using traditional, tried and true marketing concepts in new and technology-driven ways, they are working on a whole different level than most in their field.
Dustin Martin @ Martin Studios
We have been working with Deviate Labs since March 2017. It started with an introductory call which lasted for 45 min. I knew that they would be the guys to help us expand our business and get more customers. Deviate Labs has been helping me with content marketing and running Google ads for our product and so far it's productive.I would recommend Deviate Labs for anyone who wants to expand their business and see a rapid growth.
Krishna Surendra @ HR Cloud
Business consulting, in todays evolving environment, AT ITS FINEST! Can't say enough great things about Deviate Labs and their professionals. Extremely knowledgeable in everything business. Whether it is a small local start up or a national organization, the team at Deviate Labs delivers custom solutions to meet specific needs. Our national company, Brush Baggy, has benefited greatly in the short amount of time we have been working with them, catapulting our reach and crafting many differential advantages that would not have had otherwise!
Brandon Hollier @ BrushBaggy
Over the last year I had the pleasure of working with Deviate Labs on a variety of marketing strategies and tactics. They are a knowledgeable, forward thinking, creative team who met the unique needs of Badass Beard Care. We were extremely pleased with their ability to manage multiple projects and deliver quality content under tight deadlines. Their advanced knowledge of traditional and non-traditional marketing tactics ultimately allowed them to create and implement digital marketing strategies that had a impressive impact on influencer marketing, customer acquisition, retention and nurture flow, digital ROAS, email marketing and customer insight.
Chad Thompson @ Badass Beard Care
Thank you Deviate Labs! They are wonderful to work with — 100% available, responsive, professional and data driven. Their work is over and above what I expected, always stepping up with new campaigns, suggestions to improve all things in digital marketing, not just in their domain, which as a small team, I appreciate. They have been incredibly helpful in our success. Great work Deviate!
Dawn Anderson @ Ohi Food Co
After having gone through several marketing agencies, Deviate Labs is the first one to truly 'get' it. Most marketing agencies we worked with had their formula, which they then tried to apply to our business. Deviate Labs really looked at what was needed for our specific business and then came up with a solid combination of tried and tested channels, as well as more novel approaches. We have been hitting record after record ever since. 10/10 recommend.
Thomas van der Kleij @ Tapfiliate
I have had a fantastic experience with Deviate Labs and Chad. Chad is a fantastic thinker, collaborative, and just a great team member. He and his agency are a fantastic add to the marketing engine of any company.
Suman Prakash Das @ Radix
I have been extremely impressed by Deviate Labs' ability to understand how each of my businesses functions on a very deep level.
Brian Koffler @ Explore + Discover
An uncanny ability to come up with insanely creative solutions to the most difficult marketing problems.
Paul Howey @ Talkroute
Deviate Labs is easy to work with... they care about how the product they are creating will benefit you.
Ashley Harper @ Alexander Marine USA

Contact and Work
With Deviate Labs

8605 Santa Monica Blvd 93568
Los Angeles, California 90069
113 Cherry Street
Seattle, Washington 98104
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