Eunice Lai - This 20yr old girl is a marketing genius…

Plain 'build in public' tweets got no attention, so Eunice (marketing lead) listed her job on Hinge as just 'Startup'. When matches asked, she teased instead of naming it ('the first AI social network') and tweeted screenshots of the real, unfaked chats, e.g. a match who looked her up and said Series was cool got 'So, you're trying to become a user?', with him saved as 'Jason (Hinge)'. She played up an 'SF tech girl' persona all the way. As a follow-up she went on a date with him and walked him through Series' onboarding in person. Followers began finding her on Hinge in other cities and joining in.

For the Series Hamptons campaign (a TV-show-style series with 12 intern spots), Series put up a LinkedIn post and LinkedIn job, got ~2,500 applications, and Eunice personally texted many applicants to invite them into a 'race to the Hamptons' rather than just picking 12. About 150 joined. The race had challenges; one of the last was to invite as many people as possible.

Students rarely post on LinkedIn, so during the Series Hamptons race Eunice got one or two participants to post first. Once those were up, the others felt comfortable, and 100+ interns posted a campaign banner plus a paragraph on what the journey and entrepreneurship meant to them. She frames it as social proof from decision science.

Jonathan, a founder building a dating app who had replied to Eunice's tweets for a while, asked her to appear in Cupidly's launch video while she was going viral for her Hinge posts. He pitched it as good for both of them. He also asked permission to reference her recently deceased puppy as bait, and left a deliberately outrageous comment about it on her post, which drove outrage and engagement. The tweet tagged her in the middle. Eunice's condition: it works only when the two parties naturally fit.

Eunice, who has a film background, made a cinematic launch video for her first startup employer; it went viral in the VC world.

On her personal Instagram, Eunice switched from cinematic vertical Reels to a horizontal, lightly edited ~1.5-minute video of herself talking about her life, with no loud text or rage-bait, but still opening with a hook. Her rule: do the opposite of what's popular in format while keeping proven basics like hooks.