IRL.com

INDUSTRY: Tech

Platform: TIKTOK

OBJECTIVES: Reach

This group messaging app makes it easy to plan events, discover what’s happening in your city, and tap into public groups based on your interests + location.

IRL boasts interactive features including MeMix (an instant meme generator), polls, and prompts, making it easier to facilitate conversation in your groupchat.

Problem

IRL.com wanted to showcase its unique features and contribute to larger internet culture moments. Because TikTok favors content that feels authentic and not overproduced, IRL wanted UGC-inspired videos that felt true to its larger mission of community, connection, and communication.

Solution

Riffing off the idea of “in real life”, Brynn created a content strategy that highlighted IRL’s app features but in a real life context. Polls from the app looked like telephone tear-offs, and prompts looked like flyers on community bulletin boards.

The content of the tear-offs and flyers were inspired by trending online topics, including celebrity couples, “healthy” food hacks, and controversial hot takes.

@irl are yall letting the dogs out this summer? #flipflops ♬ original sound - Peloton

@irl
uh megan fox if ur watching, would love ur 2 cents on this
♬ Brujeria - ✿

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To generate conversion to the app, we created a “I Saw It On TikTok” public groupchat where users vote and discuss trending topics on TikTok.

Not only did this give new users an active groupchat to join, but also created a constant cycle between IRL’s TikTok and the “I Saw It On TikTok” groupchat allowing them to sustain each other.

The Viral TikTok

When the “healthy coke” hack (balsamic vinegar and seltzer water) was trending on TikTok, Brynn created a UGC-inspired video that poked fun at the extremity of the internet. The video garnered over 2.4M views, prompting people to voice their opinions in the comments.

Brynn used this opportunity to prompt video to “cast their vote” in the “I saw it on TikTok” IRL groupchat.

Trending TikTok

@irl just drink regular coke like the rest of us 😩 #balsamicvinegar #healthycoke ♬ Heartbroken 2022 - T2 & ARPA

CTA to Join IRL Groupchat

@irl Reply to @marygivens139 let’s settle this once and for all. vote at our link in bio #balsamicvinegar #healthycoke ♬ BaLsAmic VINAGAUGh - Victim Van Dort

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Results

A viral TikTok that reached 2.4M views, 145k likes, and 598 comments.
An active public IRL groupchat with 82.7k members, all bonding over TikTok.
A total of 54k TikTok followers.