This personal case is shared by Victoria Tertychna, an influencer manager and a specialist in video production and TikTok advertising, who joined the OMG agency team this year.
The Story of the Collaboration
Kismia is a Ukrainian dating app with a well-designed interface and strong potential to become number one not only in its niche, but also to set trends on TikTok.
Our collaboration with the client started with a request for an influencer campaign. The initial idea was to purchase blogger advertising in order to achieve 2–3 million views per month.
At first glance, it seemed simple — take the client and run the campaign. We know influencer marketing well.
However, the key strength of our team is that if we know a cheaper but higher-quality path to the desired goal, we propose it.
Because advertising is advertising, but building a loyal community around a brand is a much more interesting challenge.
As a result, the solution was to propose creating a branded TikTok channel and gaining stable — and most importantly, cheaper — reach. In addition, an audience already engaged with the content would reach our main objective faster: building awareness that Kismia is a Ukrainian dating app and stimulating installs.
The client agreed, and this is how our creative journey of implementing the chosen strategy began.
What We Did
To launch the account, we developed a creative communication strategy. For this purpose, two separate strategies were created, as the first launch did not work (more on that below).
Since there were no content requirements, only reach, we chose a popular blogger and the most popular TikTok format — interaction with people (interviews).
These two factors predictably delivered a strong result.
Why It Is Sometimes Worth Giving a Second Chance
However, it is worth talking about something that is usually left unsaid — and unfairly so. Many companies launch TikTok and, if they do not receive the desired result in the first days (and this initial momentum matters for growth), abandon the platform.
This is exactly what happened with Kismia in our case.
It is worth noting that, within the current Ukrainian context, it is difficult to predict a favorable time for a launch.
The first strategy included 5 bloggers with 5 videos, for which we prepared a clear technical brief. These were meant to be sketches and trends about dating, dating apps, and love in general.
Unfortunately, after one week of the account’s existence, the most successful video had 1,700 views, and we realized that we were stuck in the «sandbox». We did not have time to get out of it through active posting, so we made the decision to delete the account, Victoria comments on the situation.
However, the bloggers began posting the filmed and ready videos on their own pages so that we would still get reach that month, while the team was preparing a new creative strategy. After completely changing the concept, we chose the most popular interaction-based format and a very popular blogger.
Another challenge was that this blogger had never created content involving people before — this was also an experiment. But we gathered our courage and decided to take the risk. And not in vain: on the very first day, we achieved 680K total views across 5 videos and gained 886 followers. We broke through the bottom and reached six-figure results in less than 24 hours.
What Factors Could Have Influenced the First Unsuccessful Launch:
- a news story that occupied the entire information space;
- tragic or political events that do not encourage consumption of entertainment content;
- a date that coincided with a holiday or anniversary that you forgot about or were not aware of.
By analyzing what exactly influenced the unsuccessful launch (knowing that the content and format were strong), it is possible to explain the situation to the client and try again after 2–3 weeks. That is exactly what we did — and this time it worked. Within five days from the moment the account was created, total views exceeded 3 million.
So, TikTok is worth giving a second chance.
The Perfect Match, or Results
As a result, our videos became viral and recognizable among the target audience and started gaining millions of views.
These videos are actively commented on and shared.
And, of course, users actively use the app.
During the period from May 3 to November 10, the following results were achieved:
The OMG agency team consists only of strong professionals who are deeply dedicated to their work and have truly powerful cases in their portfolio. You can evaluate our high standards and deep attention to detail firsthand — simply write to us at pr@omgagency.me or fill out the brief via the link, and we will deliver everything at the highest level.
Message us, and we will create the same love story for your brand on TikTok.
