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Special Project

Special Project
From the 13th Annual Shorty Awards

We're Not Really Strangers

Winner in Online Community


We're Not Really Strangers is a purpose driven, female founded company. What started as an Instagram account creating vulnerable and real content that asks introspective, thought-provoking questions, has turned into a card game, expansion packs and a movement all about empowering meaningful connections. Community has always been the focus, and today, the mission remains true - to drive connection and deeper conversation.

In an effort to drive further connection and conversation in 2020, We’re Not Really Strangers introduced their direct text service with Community, the company that powers engagement at scale. Their objective was simple, to create a consistent communication stream and source of direct engagement with the We’re Not Really Strangers online community that acted as a source of optimism and thought-provoking honesty amid the challenges of 2020.

Strategy and Execution

At the start of 2020, We’re Not Really Strangers had already built a loyal following through their poignant social content, card game, themed expansion packs and merchandise, but wanted to extend their online community in a more conversational way. They were committed and focused on a thoughtful communications strategy to ensure their growing community on Instagram, Tik Tok and Twitter continued to feel connected and heard, and had the ability to interact directly with the We’re Not Really Strangers team. 

In February 2020, We’re Not Really Strangers introduced their online community to direct text - utilizing Community’s technology that powers direct relationships and one-on-one conversations through text messaging at scale. We’re Not Really Strangers asked those “feeling brave” to sign up and began sending out messages such as, “Do you love who you are when you’re with them?” and “Stop worrying about what they’re thinking of you,” taking the tone of a familiar friend or family member, asking poignant questions and sending brutally honest reminders that went above and beyond the words of affirmation that are sent by other text providers. 

Text messages like:

helped to grow their text Community from 14,000 to over 1.2MM between March and December 2020. During that time, more than 75MM texts were consistently sent out by We’re Not Really Strangers to their Community. In response, these texts garnered over 7MM direct text responses from subscribers looking to interact with the We’re Not Really Strangers team, reflecting direct engagement and true two-way conversation with their online community around mental health, relationships, and vulnerability. 

The two-sided texting platform also enabled We’re Not Really Strangers to integrate their text community across TikTok, Instagram and Twitter, demonstrating both the impact of We’re Not Really Strangers content and their community building. 

The We’re Not Really Strangers team often accentuated these text conversations by posting TikToks, IG stories, and Tweets saying, “who got last night’s text?,” bringing the online and text communities together to discuss vulnerabilities and feelings, and thus fostering more fans to join their Community. 

We’re Not Really Strangers empowered their fans to join in on the conversation, to lean in to their vulnerability, build relationships with others and themselves, and find ‘Community’ in a virtual world.


From March 2020 to December 2020, We’re Not Really Strangers:


Entrant Company / Organization Name

Community, We're Not Really Strangers


Entry Credits