Flock Social
Where the party meets the people.
Flock is an NYC nightlife app that flips the script on social tech. Designed to get users off their phones and into real-life connections, Flock makes it easier to meet people while you’re out - not while you’re scrolling. By combining social discovery with real-time venue insights, it helps users find the vibe, meet the crowd, and make nights out more spontaneous, social, and actually fun.
Overview
We helped Flock grow a social presence rooted in real connection—by putting a face to the brand and building community in NYC, one night out at a time.
To grow awareness in a competitive nightlife market, we focused on organic social strategy with a local lens—creating content that spoke directly to the experience of going out in New York.
We hired a personality to become the face of the brand, using UGC-style content to build trust, familiarity, and presence. This personified the brand and gave it a human touch—making Flock feel more like a friend than a platform.
By leaning into authenticity and humor, we helped Flock shift from unknown startup to culturally embedded brand. Users weren't just downloading it—they were talking about it, sharing it, and showing up for it in real life.
Flock Social
The Gram came to us with a clear vision: to position cannabis as part of a premium, curated lifestyle. They weren’t selling a product, they were building a vibe.
We refined their brand presence through content that felt fresh, elevated, and culturally relevant. From art-directed product shoots to social-first creative strategy, every touchpoint was intentional.
The result was a feed that felt less like a dispensary and more like a design studio - chic, high-quality, and made to resonate with the new era of cannabis consumers.
Challenges
Challenges
Low Brand Awareness
As a new app in a crowded social space, Flock struggled to get noticed—especially by its target audience of nightlife-savvy young people. Without a strong digital presence, the brand was missing key opportunities to build momentum and drive app downloads.
No Human Connection
Flock's concept was built on real-world interaction, but the brand itself lacked a relatable presence. With no recognizable personality or consistent tone, it felt more like a tech tool than a cultural player.
Lack of Local Relevance
Flock aimed to thrive in NYC's nightlife scene, but its content didn't speak directly to the city or the experience of going out there. Without a localized strategy, the app felt disconnected from the community it wanted to engage.
Solutions
Solutions
Personified the Brand
We hired a creator to become the face of Flock, bringing energy, personality, and relatability to the app. Through consistent UGC-style content, we gave the brand a voice users could connect with—making Flock feel like a real part of the social scene, not just another app.
Built Local Credibility
We tailored content specifically for NYC's nightlife crowd—highlighting venues, experiences, and real moments out. This hyper-local approach helped Flock resonate with its core audience and position itself as a go-to for the in-the-know social set.
Fueled Organic Growth
Instead of relying on paid ads, we leaned into consistent, creator-led content that sparked conversation and shares. The result was a steady stream of engagement that built buzz and encouraged app downloads through word of mouth and community energy.
Results
Results
Stronger Recognition
With a consistent face and tone across platforms, Flock became instantly more recognizable. What started as a new name in the App Store began to feel like a familiar part of NYC nightlife culture.
Cultural Relevance
By creating content that mirrored how people actually go out, talk, and connect, Flock carved out a place in the conversation. It stopped feeling like an app—and started feeling like something you'd hear about from a friend.
Increased App Engagement
As visibility and trust grew, so did user action. More people were downloading the app, opening it before nights out, and using it to connect in real-time—turning social media presence into real-world momentum.