SHIPPED · PARSHIPMEET GROUP
SHIPPED · PARSHIPMEET GROUP
The Cookout
The Cookout
ParshipMeet’s first cross-community content event, merging three siloed live-streaming networks into one and driving week-over-week revenue lifts of 24% on MeetMe, 43% on Skout, and 50% on Tagged.
ParshipMeet’s first cross-community content event, merging three siloed live-streaming networks into one and driving week-over-week revenue lifts of 24% on MeetMe, 43% on Skout, and 50% on Tagged.
ParshipMeet’s first cross-community content event, merging three siloed live-streaming networks into one and driving week-over-week revenue lifts of 24% on MeetMe, 43% on Skout, and 50% on Tagged.
ROLE
Brand & Product Design Lead
Brand & Product Design Lead
TEAM
In-house design, product and marketing
In-house design, product and marketing
TIMELINE
Shipped November 2025
Shipped November 2025
SCOPE
Campaign identity,
in-app UX, contest system, marketing
Campaign identity, in-app UX, contest system, marketing
Campaign identity,
in-app UX, contest system, marketing
I owned the campaign identity and product design, including banners, contest screens, and leaderboards, while partnering with product and marketing on the mechanics and rollout.
I owned the campaign identity and product design, including banners, contest screens, and leaderboards, while partnering with product and marketing on the mechanics and rollout.
THE PROBLEM
MeetMe, Tagged, and Skout operated across separate live-streaming networks. Users on MeetMe and Skout couldn’t interact with users on Tagged.
Engagement had plateaued, and cross-promotion between the communities was still an untapped opportunity. No one had tested whether bringing the networks together would work, or whether users would actually want it.
MeetMe, Tagged and Skout lived on their own streaming network, each in its own silo. Tagged users never had access to MeetMe and vice versa.
Engagement had plateaued. Cross-promotion was an untapped opportunity sitting in plain sight. But nobody had tested whether the networks could be merged at all, or whether users would want it.
CONSTRAINTS
01
Three apps with three established identities. The event had to feel like one experience across all three without looking out of place inside any of them.
Three apps with three established identities. The event had to feel like one experience across all three without looking out of place inside any of them.
02
No precedent. This was the first cross-community event the company had run, so there was no playbook or previous campaign to benchmark against.
No precedent. This was the first cross-community event the company had run, so there was no playbook or previous campaign to benchmark against.
03
A fixed multi-phase window in November. Every contest, feature, banner, and battle had to launch on a specific date.
A fixed multi-phase window in November. Every contest, feature, banner, and battle had to launch on a specific date.
THE SYSTEM
A THREE-PART ENGAGEMENT LOOP
01
Contests
Contests
Contests
Merged events gave people a reason to show up, compete, and keep coming back.
Merged events gave people a reason to show up, compete, and keep coming back.
02
Leaderboards
Leaderboards
Leaderboards
Real-time rankings created visibility and friendly competition.
Real-time rankings created visibility and friendly competition.
03
Rewards
Rewards
Rewards
Diamonds, Rubies, and exclusive gifts reinforced repeat engagement.
Diamonds, Rubies, and exclusive gifts reinforced repeat engagement.
Each part gave people a reason to come back for the next one. Contests brought people in, leaderboards kept the competition visible, and the merged networks gave streamers a wider audience throughout the event.
Each part gave people a reason to come back for the next one. Contests brought people in, leaderboards kept the competition visible, and the merged networks gave streamers a wider audience throughout the event.
MULTI-PHASE CAMPAIGN
Welcome → Apron Battle → Main Course Matchups → Ruby Rumble
Welcome → Apron Battle → Main Course Matchups → Ruby Rumble
Welcome → Apron Battle → Main Course Matchups → Ruby Rumble
Campaign Kick-off Banner
Apron Battle Contest · Nov 17 · 10 winners
Main Course Matchups · Nov 17–20 · Head-to-Head Battles
Happy Harvest Ruby Rumble · Nov 21–23 · 32M Diamonds in prizes
DESIGN APPROACH
WHY A COOKOUT?
The Cookout is reminiscent of backyard BBQ! It's a place where everyone is welcome and nobody needs an invitation. For an event bringing three separate communities together for the first time, the idea naturally reinforced what we were trying to do.
I built the visual system around a single gradient using all three app colors, so the event could feel unified without losing the identity of each product.
The Cookout is reminiscent of backyard BBQ! It's a place where everyone is welcome and nobody needs an invitation. For an event bringing three separate communities together for the first time, the idea naturally reinforced what we were trying to do.
I built the visual system around a single gradient using all three app colors, so the event could feel unified without losing the identity of each product.
The Cookout is a backyard, a place where everyone is welcome and nobody needs an invitation. For an event bringing three separate communities together for the first time, the idea naturally reinforced what we were trying to do.
The visual system blended colors from all three apps into one unified gradient, giving The Cookout its own identity while still fitting naturally across three products with different brand systems.
The blended gradient of MeetMe purple, Tagged teal, and Skout blue introduced users to The Cookout!
The blended gradient of MeetMe purple, Tagged teal, and Skout blue introduced users to The Cookout!
DECISIONS & TRADEOFFS
DECISION 01
One Blended Gradient, Not Three Native Palettes
One Blended Gradient, Not Three Native Palettes
One Blended Gradient, Not Three Native Palettes
One Blended Gradient, Not Three Native Palettes
CHOSE
Build one campaign system around a shared gradient and event language that could live across MeetMe, Skout, and Tagged.
COST
The system had to stay simple enough to work across three products without flattening their individual identities.
DECISION 02
Four Phases Instead of One Moment
CHOSE
Four phases across two weeks: Welcome, Apron Battle, Main Course Matchups, and the Ruby Rumble finale.
COST
More production complexity and four live events on a fixed schedule with no backup dates. A single launch would have been easier, but four phases gave streamers more reasons to come back.
DECISION 03
The Live Tab, Not a New Destination.
CHOSE
Contests and leaderboards lived inside the existing Live tab in all three apps.
COST
Less real estate and no dedicated event destination. In return, users could find The Cookout without learning new navigation during a two-week event.
IN-APP EXPERIENCE
COMPETE, BATTLE, WIN!
I designed the leaderboard experience to live inside the existing Live tab rather than creating a separate destination.
I designed the leaderboard experience to live inside the existing Live tab rather than creating a separate destination.
CAMPAIGN IMPACT
+24%
+24%
REVENUE LIFT · MEETME
+43%
+43%
REVENUE LIFT · SKOUT
REVENUE LIFT ·
SKOUT
+50%
+50%
REVENUE LIFT · TAGGED
Streamers were genuinely excited to meet and compete with people they’d never had access to before.
Streamers were genuinely excited to meet and compete with people they’d never had access to before.
Streamers were genuinely excited to meet and compete with people they’d never had access to before.
SOCIAL IMPACT
Biggest day on our socials: November 12, 2025
Biggest day on our socials: November 12, 2025
+81.6%
+81.6%
+81.6%
INSTAGRAM ENGAGEMENT · MEETME
+40.6%
+40.6%
+40.6%
INSTAGRAM ENGAGEMENT · TAGGED
+175%
+175%
+175%
INSTAGRAM ACCOUNTS REACHED · MEETME
+13%
+13%
+13%
INSTAGRAM ACCOUNTS REACHED · TAGGED
The Cookout ran as a live event on MeetMe’s App Store page throughout the campaign.
The campaign also increased social visibility, with Instagram reach up 175% and engagement up 81.6% compared with previous weeks.
The Cookout ran as a live event on MeetMe’s App Store page throughout the campaign.
The campaign also increased social visibility, with Instagram reach up 175% and engagement up 81.6% compared with previous weeks.
The Cookout ran as a live event on MeetMe’s App Store page throughout the campaign.
The campaign also increased social visibility, with Instagram reach up 175% and engagement up 81.6% compared with previous weeks.
WHAT I'D DO DIFFERENTLY
I’d build in more time before launch for promotion and give the cross-community idea more room to grow outside the app.
We had individual swag and Ruby contests, but I’d test another contest built specifically around people from different apps competing or participating together.
I’d also add a post-event survey and retention check to see what lasted after the campaign, whether people enjoyed meeting users from the other communities, wanted more cross-network events, and kept engaging after The Cookout ended.
I’d build in more time before launch for promotion and give the cross-community idea more room to grow outside the app.
We had individual swag and Ruby contests, but I’d test another contest built specifically around people from different apps competing or participating together.
I’d also add a post-event survey and retention check to see what lasted after the campaign, whether people enjoyed meeting users from the other communities, wanted more cross-network events, and kept engaging after The Cookout ended.
I’d build in more time before launch for promotion and give the cross-community idea more room to grow outside the app.
We had individual swag and Ruby contests, but I’d test another contest built specifically around people from different apps competing or participating together.
I’d also add a post-event survey and retention check to understand what lasted after the campaign — whether people enjoyed meeting users from the other communities, wanted more cross-network events, and continued engaging after The Cookout ended.
PARSHIPMEET GROUP DISCOVERY
Want to see more of the work I’ve created across ParshipMeet Group?
Want to see more of the work I’ve created across ParshipMeet Group?
Want to see more of the work I’ve created across ParshipMeet Group?
View additional campaigns, events, and brand work on Behance.
Connecting brand storytelling with product thinking.
© 2026 Grace Jonas
Connecting brand storytelling with product thinking.
© 2026 Grace Jonas
Connecting brand storytelling with product thinking.
© 2026 Grace Jonas