NGL · B2C · anonymous messaging app
Post TikToks of someone reacting to a shocking anonymous message they got
~1M views fast; first 1,000 users in a day, then global in a week
Workedinfluencerorganic-short-video
What they did
Tested many versions with different message texts, all funny, controversial or edgy so they stop the scroll. The winner: a girl showing an NGL message like 'I was with your boyfriend last night' and trying to get a hint about who sent it. Each video ties back to the product: you can get lots of messages and maybe find out who sent them.
What happened
The video got ~1M views quickly, brought the first 1,000 users in one day, and set off worldwide spread within a week.
- Stage
- breakout
This shipped together with other changes, so the result can't be credited to this alone.
“Someone said, "Oh, I was with your boyfriend last night," or "Your boyfriend said this about you."”
“It was really like a controversial, crazy message to get from someone. You know, so it was like, we tried this with a bunch of different message texts, you know, just like funny, controversial stuff, edgy, that just would catch your eye when you were like scrolling TikTok.”
“And that's what activated like our first thousand users in one day, was from that TikTok.”
Related topics
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