The Ask:
Help TOCA Network stand out in the saturated NFC business card market—and turn it into a brand Gen Z actually wants to carry.
 
The Challenge:
The category was full of well-funded competitors all pushing the same promise: ditch your paper cards. But Gen Z doesn’t network like previous generations. TOCA didn’t need to be the most functional—it needed to be the most culturally relevant. And we had to do it with no media budget and minimal awareness.
 
What We Did:
Through a combination of cultural insight, audience research, and creative experimentation, we repositioned TOCA Network as a platform—not just a product. Our strategy reframed the card as a social shortcut: a faster, better way to show someone who you are.
 
Our creative campaign leaned into TikTok behavior—fast, personal, and community-first. We launched #TapIntoTOCA, a challenge inviting creators to show off how they use TOCA to spark connections—from sneaker swaps to music collabs. Every use case became an ad, and every user became part of the brand.
 
We didn’t stop there. Our team also proposed evolving the TOCA app into a networking platform, where every tap opened the door to something bigger than contact info—community, events, and real-life collaboration.
 
Where It Worked:
The brand shifted from functional to expressive. TOCA became something you flexed, not just used. With each tap, the brand gained visibility and traction. TikTok creators amplified the message. And Gen Z saw a brand built not just for them—but with them.
 
The Impact:
A class project that launched a real brand voice.
A product turned platform.
And a challenger brand that found its way into Gen Z’s pocket—and For You page.