Gofrendly UK market launch
Paid SocialDisrupt Marketing paired organic content from 11 Instagram and TikTok influencers with paid social to introduce friendship app Gofrendly to the UK.
About the campaign
Gofrendly, a Swedish friendship app for women, was entering the UK for the first time and needed new users who would download the app and register accounts, with press-covered investment rounds ahead raising the stakes. Making friends as an adult is hard, and coverage of the client's funding round cited a YouGov poll finding 52 percent of women in the UK have trouble making friends. Disrupt Marketing's read was that the app's promise is real-life friendship, so creators visibly meeting up and forming friendships through it would demonstrate the product better than conventional app advertising.
The campaign paired organic content from 11 influencers across Instagram and TikTok with strategic, targeted paid social, using the paid layer as a catalyst for new user acquisition. Creators highlighted the app's benefits, then genuinely met up, created events and built new real-life friendships with other influencers and native users, giving audiences a concrete model of the exact behaviour the brand wanted: download, register, meet.
Making creators genuine users demonstrated the product's core promise instead of just advertising it, while layering paid social on organic content let one content set serve both the awareness and the acquisition job. The work ran on Instagram and TikTok. Disrupt Marketing reports 5.2M impressions, 39K total engagements, 35K link clicks and 4k+ app downloads with positive sentiment; all figures come from the agency's own case-study page and are not independently verified, and media spend and cost per install are not disclosed.
Case in 60 seconds
Gofrendly, a Swedish friendship app for women, was entering the UK for the first time and needed new users who would download the app and register accounts, with investment rounds ahead raising the stakes.
The app's promise is real-life friendship, so creators visibly meeting up and forming friendships through the app would demonstrate the product far better than conventional app advertising.
Combine engaging organic influencer content with strategic, targeted paid social activations, using the paid layer as a catalyst for new user acquisition.
11 influencers across Instagram and TikTok created content highlighting the app's benefits, then met up, created events and built new real-life friendships with other influencers and native users.
The agency reports 4k+ app downloads, 5.2M impressions, 39K total engagements and 35K link clicks, with overwhelmingly positive audience sentiment. All figures are self-reported.
Strategy Breakdown
The primary strategy-learning section — interpretation, not a press-release summary.
Creative & Execution System
Assets & channels
- Instagram influencer content
- TikTok influencer content
- Targeted paid social activations
- Campaign highlight videos published as YouTube Shorts on the agency's channel
Partners
- 11 influencers across Instagram and TikTok
Participation mechanic
- Contracted influencers met up, created events and built new real-life friendships with other influencers and native app users
- Link clicks drove app downloads and account registration
Creator role
- Content creation highlighting the app's benefits
- Community seeding through real-life meet-ups and events
Results & Evidence
| Metric | Value | Result type | Confidence |
|---|---|---|---|
| App downloads | 4k+ | Acquisition | Agency reported |
| Impressions | 5.2M | Reach | Agency reported |
| Total engagements | 39K | Engagement | Agency reported |
| Link clicks | 35K | Traffic | Agency reported |
Why Disrupt Marketing's strategy worked
- 1
Making creators genuine users, meeting up and forming real friendships through the app, demonstrated the product's core promise instead of just advertising it.
- 2
Layering targeted paid social on organic creator content let one content set serve both the awareness and the acquisition job.
- 3
A compact roster, 11 influencers across two platforms, was enough for a first UK market entry on the reported numbers.
- 4
Timing the campaign to a funded, press-covered UK expansion gave it clear business stakes and a natural news hook.
Results
51.7M+
Total views
2.9M+
Interactions
17.7%
Engagement rate
Results
10M+
Views
5M+
Impressions
20K+
New followers