Thursday, a dating brand dedicated to bringing singles together for IRL fun and connection, approached us to manage and enhance their Instagram presence. Their goal was to re-engage their current audience while reaching new people through Instagram Reels and creative content that showcased their ethos of IRL dating over endless swiping.
We developed a comprehensive social media strategy that set the foundation for long-term growth and engagement. Our role includes managing the main Instagram account, producing all content and collaborating with over 30 city-specific accounts to ensure alignment with the brand’s identity.
In just the first three months:
- Reach: Reached over 2.5 million people, increasing their reach by 68% compared to the three months prior to working together.
- Total Views: Achieved 15.6 million views across all content.
- New Audience: Succeeded in getting content in front of new audiences, with 73% of our views coming from non-followers.
- Follower Growth: Increased the account’s following by 3.1%, gaining approximately 7,692 new followers, bringing the total to 255,832 followers (as of 13/12/24)
- Profile Activity: Boosted profile activity by 12.4%, driving more users to engage with Thursday’s Instagram page and the ticket link for events.
- Viral Content: Created Thursday’s most viral reel to date, which has garnered over 1,000,000 unique views and 60,000 likes.
To achieve these results, we:
- Designed a Comprehensive Social Media Strategy: Including mission, tone of voice, graphic identity, posting cadence, and content pillars focused on humour, relatability, and event promotion.
- Crafted Highly Shareable Reels: Playfully critiquing modern dating, driving significant engagement and shares.
- Maintained Brand Consistency: Collaborated with city-specific accounts to ensure their content aligned with Thursday’s overarching goals and tone of voice.
- Introduced A New Creative Style: Designed versatile content formats for event promotions, paid ads and community-focused posts
This multi-faceted approach has transformed Thursday’s Instagram into a vibrant space for singles to connect, laugh and engage with relatable, entertaining content while reinforcing Thursday’s leadership in IRL dating.
