TTYL Marketing
Building an Ear-to-Ear Messaging Platform to Reduce Screen Time and Promote Conversations With Close Friends
Brief
A Meme-Based Social Media Campaign to Generate Interest Among Target Users Before App Store Launch
Client
TTYL Inc.
Talk With Friends App
Duration
Jan - Mar 2019
3 months
Roles
Social Media Marketing
Team: Sweena Mangal (Project Lead), Tiffany Feng, Katie Kim, Jane Lee, Priyana Patel, Cindy Zheng
What is TTYL?
TTYL Inc. is a venture-backed consumer media company based in Los Angeles, building an audio social network that allows people to create, share, and save real (voice) conversations with their friends and family.
Problem Statement
“How can we demonstrate the value of TTYL to 18-25-year-old, Airpod users?
I created and managed a meme marketing Instagram page for the TTYL app in partnership with UCLA Creative Labs. I individually sourced and created content from various social networking sites. Team members alternated posting consistently, 4-6 times a day, for four weeks.
Inviting Community Members to Co-Create with Us
We invited users to post their own related memes via direct messaging to create a shared community experience. At the end of the quarter project, the page's primary age demographic for account visitors and followers was 18-24-year-olds, achieving our target goal. The app successfully launched on the App Store in May 2019.