TULU Crew

Designers

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TULU Crew

Ignite engagement, create community, revolutionize urban living with Tulu.

Designers

Caitlin Dudlyke

Key Words

Client ProjectCritical ThinkingMarket EngagementMedia

Ania Santana

Leya Rifai

Olivia Bao

SUMMARY

Tulu approached us with a challenge: to amplify their connection with Gen-Z. Our response was a dynamic revamp of their Ambassador Program, transforming it into a powerful tool for peer-driven marketing. We dove deep, retooling the program to leverage the enthusiasm and digital savviness of young influencers who embody the Gen-Z spirit. By empowering these ambassadors to host engaging events and craft compelling social media content, we aim to significantly boost Tulu's visibility and appeal among this key demographic. This strategy isn't just about growing numbers; it's about shaping the future of urban living, making Tulu a lifestyle staple for the next generation.

challenge

Engaging Gen-Z in urban residential areas, especially in buildings and student housing with existing Tulu units, proved difficult. Traditional marketing methods fell short, failing to capture Gen-Z's preference for authentic, community-driven interactions. Through interviews and user analysis, we discovered a need for localized, peer-driven marketing. Our solution focused on hyper-localized ambassador strategies, transforming Tulu-equipped buildings into vibrant community hubs. Residents not only use Tulu but also actively promote it through organic, peer-to-peer interactions, deepening Tulu's market penetration among Gen-Z.

Outcome

After several iterations, our ambassador program evolved to incentivize ambassadors to create content and host events for Tulu while fostering community on Tulu's social media. Prospective ambassadors apply via a typeform link, undergo screening, and receive a welcome pack outlining expectations. They gain access to an ambassador hub within the app, & get a unique referral code where they can earn $5 for each new sign-up using their code - driving tangible results. This approach empowers ambassadors to engage their peers directly and expands Tulu's reach where traditional marketing falls short, thus strengthening Tulu's connection with Gen-Z.