Overview
Crawler is a nightlife discovery app helping New Yorkers find bars and events that match their vibe. When I joined, the brand had no identity, no community, and no consistent content strategy. The goal was to build Crawler's presence from the ground up — creating a recognizable voice, driving app downloads, and establishing the brand as the go-to nightlife guide for NYC.
Challenge
Crawler was starting from zero — no visual presence, no user-generated content, and no brand awareness in a highly competitive nightlife and events space. The biggest challenge was to stand out among local entertainment apps while keeping content authentic, engaging, and reflective of real NYC energy.
Services Provided
Full Content Management - Strategy, production, editing, and posting across all channels.
Influencer Marketing Campaign - Creator sourcing, negotiation, and campaign management.
Community Building & Engagement - Strengthening relationships with followers and local partners.
Approach
Brand Identity Development
Defined Crawler's visual tone, brand voice, and content pillars centered on nightlife, events, and culture.
Strategic Content Planning & Execution
Created and executed a cross-platform content strategy featuring memes, reels, and local highlights.
Influencer Discovery & Vetting
Researched 50+ NYC-based food, nightlife, and lifestyle creators, collected media kits, and shortlisted the best 10 for partnership.
Campaign Management
Directed influencer collaborations, ensured clear messaging, and tracked performance metrics for reach and engagement.
Community Activation
Used polls, local guides, and event highlights to encourage user participation and organic sharing.
Performance Optimization
Monitored engagement data to identify top-performing content themes and refine future campaigns.
Results
In less than a year, we transformed Crawler from an unknown app into a recognizable NYC nightlife brand. By combining influencer marketing with organic content and community engagement, we built awareness, drove downloads, and created a repeatable framework for future campaign success.