Launching a Gifting App With Stories
A new mobile app for sending digital gifts and coupons from local restaurants, cafes, and shops needed a full content system before its public launch. We built the social presence, ad accounts, and a 16-video launch plan from zero.
1The Challenge
The app had a finished product but no digital footprint — no social pages, no ad infrastructure, and no content. The founder was clear the brand must never feel like a dry discount app; every message had to centre on the emotion of inviting someone you care about. It also had to speak to two very different audiences at once: everyday users sending gifts, and merchants deciding whether to join the catalogue.
2Our Approach
We set up the complete channel infrastructure — social pages and a business ad manager across Meta, TikTok, and Google. The launch content plan was built as an episodic series of short realistic stories: relatable characters whose everyday moments become gifting moments, alongside app-screen videos with voiceover explaining the flow. Two presenter shoot days produced the core 16-video library, supported by a banner set for ads. Merchant-facing messaging ran as its own track, framing the platform around what a business loses by staying out.
What made this unique
- Digital and physical gifts sent in under a minute
- Three-sided platform serving givers, recipients, and merchants
- Catalogue spanning restaurants, cafes, experiences, and retail
- Emotion-first positioning — invitations and moments, not coupons
- Merchant dashboard and user wallet built into the product
Emotional drivers
- Generosity
- Spontaneity
- Connection