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 — driving 24%, 43% and 50% week-over-week revenue lifts across MeetMe, Skout and Tagged.
ParshipMeet’s first cross-community content event, merging three siloed live-streaming networks into one — driving 24%, 43% and 50% week-over-week revenue lifts across MeetMe, Skout and Tagged.
ParshipMeet’s first cross-community content event, merging three siloed live-streaming networks into one — driving 24%, 43% and 50% week-over-week revenue lifts across MeetMe, Skout and Tagged.
ROLE
Lead brand & product designer
Lead brand & product designer
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
THE PROBLEM
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MeetMe, Tagged and Skout each ran their own live streaming network, each in its own silo. A streamer on MeetMe couldn’t reach a viewer on Tagged: three audiences, three separate rooms, no door between them.
Engagement had plateaued. Cross-promotion was the untapped opportunity sitting in plain sight — but nobody had tested whether the networks could be merged at all, or whether users would want it.
MeetMe, Tagged and Skout each ran their own live streaming network, each in its own silo. A streamer on MeetMe couldn’t reach a viewer on Tagged: three audiences, three separate rooms, no door between them.
Engagement had plateaued. Cross-promotion was the untapped opportunity sitting in plain sight — but nobody had tested whether the networks could be merged at all, or whether users would want it.
MeetMe, Tagged and Skout each ran their own live streaming network, each in its own silo. A streamer on MeetMe couldn’t reach a viewer on Tagged: three audiences, three separate rooms, no door between them.
Engagement had plateaued. Cross-promotion was the 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 read as one thing across all of them without looking foreign inside any of them.
Three apps with three established identities. The event had to read as one thing across all of them without looking foreign inside any of them.
Three apps with three established identities. The event had to read as one thing across all of them without looking foreign inside any of them.
02
No precedent. This was the first cross-community event the company had run, so there was no playbook and no prior campaign to benchmark against.
No precedent. This was the first cross-community event the company had run, so there was no playbook and no prior campaign to benchmark against.
No precedent. This was the first cross-community event the company had run, so there was no playbook and no prior campaign to benchmark against.
03
A fixed multi-phase window in November. Every contest, banner and battle had to land on a date, and a slipped asset meant a dead phase.
A fixed multi-phase window in November. Every contest, banner and battle had to land on a date, and a slipped asset meant a dead phase.
A fixed multi-phase window in November. Every contest, banner and battle had to land on a date, and a slipped asset meant a dead phase.
THE SYSTEM
A THREE-PART ENGAGEMENT LOOP
01
Contests
Contests
Contests
Merged events sparked excitement and drove participation.
Merged events sparked excitement and drove participation.
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 phase fed the next. Contests brought people in, leaderboards gave them a reason to stay visible, and rewards gave them a reason to return for the following phase.
Each phase fed the next. Contests brought people in, leaderboards gave them a reason to stay visible, and rewards gave them a reason to return for the following phase.
MULTI-PHASE CAMPAIGN
FOUR PHASES, TWO WEEKS
THE APPROACH
DESIGN APPROACH
WHY A COOKOUT
The cookout is a backyard — a place where everyone is welcome and nobody needs an invitation. For an event whose entire premise was letting three separate communities into the same space for the first time, the metaphor did the explaining before any copy had to.
The visual system blended all three app colours into a single unified gradient, so the event read as one thing while still sitting naturally inside three products with three different brand identities.
The cookout is a backyard — a place where everyone is welcome and nobody needs an invitation. For an event whose entire premise was letting three separate communities into the same space for the first time, the metaphor did the explaining before any copy had to.
The visual system blended all three app colours into a single unified gradient, so the event read as one thing while still sitting naturally inside three products with three different brand identities.
The cookout is a backyard — a place where everyone is welcome and nobody needs an invitation. For an event whose entire premise was letting three separate communities into the same space for the first time, the metaphor did the explaining before any copy had to.
The visual system blended all three app colours into a single unified gradient, so the event read as one thing while still sitting naturally inside three products with three different brand identities.
The blended gradient — MeetMe purple, Tagged teal and Skout blue resolved into one ramp.
The blended gradient — MeetMe purple, Tagged teal and Skout blue resolved into one ramp.
DECISIONS & TRADEOFFS
DECISION 01
One blended gradient, not three native palettes
One blended gradient, not three native palettes
CHOSE
A single identity built from all three app colours, so the event looked identical in every app.
COST
Inside each app, the event never fully matched the native palette. It reads as a guest, not as the product.
IN-APP EXPERIENCE
COMPETE, BATTLE, WIN
Live rankings sat inside the existing Live tab — the event lived in the feed, not over it.
Live rankings sat inside the existing Live tab — the event lived in the feed, not over it.
Live rankings sat inside the existing Live tab — the event lived in the feed, not over it.
CAMPAIGN IMPACT
+24%
+24%
REVENUE LIFT · MEETME
+43%
+43%
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, 12 NOVEMBER 2025
+81.6%
+81.6%
+81.6%
PROFILE ACTIVITY · MEETME
+40.6%
+40.6%
+40.6%
PROFILE ACTIVITY · TAGGED
+175%
+175%
+175%
ACCOUNTS REACHED · MEETME
+13%
+13%
+13%
ACCOUNTS REACHED · TAGGED