A clear starting point.
LetsChat was a ByteDance messaging application with features including data-free messaging and Knock-Knock, a dual-camera sharing format.
Technology product launchNigeria
Project story
LetsChat
Turn the features into stories people can repeat.TIMA used product-first creator briefs to make LetsChat’s distinctive features understandable, shareable and measurable.The assignment
What had to move.
The business job.
Build awareness and accelerate downloads among Gen Z and young adults in Nigeria.
Challenge → response
The work begins with the problem.
The app had relevant youth features but a limited footprint in a market already dominated by established messaging products.
TIMA made the product mechanics the creative idea: creators demonstrated specific features through familiar, platform-native situations instead of describing the app abstractly.
Campaign system
How it was built.
- 01
Brief around behaviour
Creator concepts showed how Knock-Knock, dual-camera sharing and data-free messaging could appear in everyday use.
- 02
Assign a job to each platform
TikTok and Instagram carried short-form discovery while YouTube and Facebook added reach and explanation.
- 03
Balance output and budget
The creator mix and deliverables were structured to generate earned attention beyond the paid campaign spend.
- 04
Track product response
Impressions, reach, views, engagement, downloads and conversion were measured against the launch objective.
Public campaign evidence
What the work produced.
TIMA reports that app downloads doubled in the first month, while the campaign produced 44 million impressions from a multi-platform creator system.
First month
What the evidence says
The useful lesson.
Product-first creative converts
Showing the feature in use made the value easier to understand than a general awareness message.
The platform mix had distinct roles
Short-form channels created momentum; longer-form and broader channels extended explanation and reach.
Earned value came from the brief
A clear, repeatable product behaviour gave creators material audiences could carry forward.
Claims on this page are limited to TIMA’s public case-study archive. Undisclosed performance has not been estimated.
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