In recent years, Singles Day has surged in popularity, especially amongst the younger demographics and Gen Z, who often celebrate the day to embrace single life with their friends. Together with Lyko, we wanted to tap into this trend and connect with those who celebrate Singles Day most enthusiastically. To do this, we hosted an exclusive event in Stockholm, inviting handpicked influencers and their followers to come celebrate.

We teamed up with influencers Johanna Öholm and Elin Carlsson to run a TikTok competition, giving two winners and a +1 the chance to attend. The competition proved hugely popular, generating over 5 000 comments and 16 000 likes on TikTok.

The profiles, along with the winners from all across Sweden were invited to Savoj in Stockholm for the event. To build anticipation and excitement, we created a WhatsApp group for all the attendees, allowing them to share outfit ideas, chat and hype each other up before the event. 

Guests were greeted with a welcome drink, and enjoyed activities like the Lyko Braid Bar, where they could have their hair styled, personalising lip gloss keychains, and engaging with a branded Singles Day deck of cards with conversation starters. Dinner featured a ‘girl dinner’-inspired menu, followed by a lipstick-shaped cake and a soft-serve ice cream bar. 

The event was executed in three phases:

1. Wave 1: TikTok competitions offering followers the chance to win a spot for themselves and a +1.
2. Wave 2: The exclusive event with influencers and the winners.
3. Wave 3: A TikTok video competition where attendees shared event highlights for a chance to win a Lyko gift card.

The Singles Day event not only strengthened community ties but also created a memorable, interactive experience for Lyko’s audience, positioning the brand as innovative and community-focused.

What we did: Idea & Concept, Brief, Influencers, Project Management, Location, Activities.