App Launch Plan
Challenge
A new and inclusive matchmaking app for the LGBTQ community launched in 2021 with the aim of spreading awareness and attracting users. The primary challenge was to achieve this with a limited budget, requiring a focus on cost-effective strategies like organic social media and user-generated content (UGC). The initial launches were to take place in Miami, followed by New York City. Due to NDA restrictions, the name of the app will remain private.
Solution
To address the challenge, we developed a strategy leveraging UGC and micro-influencer content to maximize reach and engagement:
Organic Social Media Campaign: Focused on TikTok and Instagram to create buzz around the app, starting with local events and parties in Miami and then expanding to NYC.
Influencer and UGC Strategy: Utilized UGC and micro-influencer content to spread awareness. We created an influencer management system that included outreach, interviews, vetting, onboarding, briefing, and content review processes.
Content Creation and Management: Developed a library of influencer and UGC content for use across owned and influencer channels, with whitelisting for broader reach.
Outcome
The strategic initiatives led to significant success for the app:
Effective Awareness Campaign: Achieved widespread awareness in Miami and NYC through a cost-effective organic social media strategy.
Comprehensive Influencer Program: Established a robust influencer management system, resulting in a library of high-quality content and streamlined processes for future campaigns.
User Engagement: Successfully drove people to local events and parties, increasing user engagement and app downloads.
Project Responsibilities
Created influencer strategy for TikTok and Instagram
Developed an influencer management system
Searched for and recruited influencers
Wrote briefs for weekly content
Discovered trends and weekly challenges for influencer content
Maintained a constant pulse on social trends
Managed influencer content creation system and approvals
Handled influencer contracts and engagements
Conducted influencer content reporting and analytics