Word-of-mouth is not a marketing channel. It is a product outcome that must be engineered. The SPARK WOM system has four components: the Story Loop, the Referral Trigger, the Content Engine, and the NPS Flywheel.
Component 1: The Story Loop
The Meeting → Story → Referral → Install cycle is the core growth engine.
Every time two SPARK users meet in real life, a story is created. That story, if captured and shared, drives 3–5 new installs. The goal is to maximise the percentage of meetings that generate a shareable story.
Engineering the Story:
| Step | Action | Mechanic |
|---|---|---|
| Before the meeting | In-app prompt: "You're meeting [name] tonight at [venue]. Capture the moment." | Pre-meeting story prompt |
| During the meeting | SPARK photo wall at events. Professional photographer. Branded backdrop. | Physical story capture |
| After the meeting | 2-hour post-meeting push: "How did it go? Share your SPARK story." Pre-written caption. | Post-meeting story prompt |
| Story shared | Story tags @SPARKapp. Friends see it. Curiosity → install. | Organic acquisition |
Story Prompt Templates (pre-written, one-tap share):
- Instagram: "Just had the best first date from @SPARKapp 🔥 If you're single in Bangkok, you need this app. [link in bio]"
- TikTok: "POV: you actually met someone from a dating app in real life and it was amazing #SPARK #BangkokDating"
- LINE: "I just had a great date from SPARK — the new dating app that actually gets you to meet people. Try it: [link]"
Component 2: The Referral Trigger System
Referrals must be triggered at the moment of peak satisfaction — not randomly or on a schedule.
| Trigger Moment | Mechanic | Expected Referral Rate |
|---|---|---|
| User completes first meeting | Post-meeting prompt + referral link | 15–20% of users refer within 48h |
| User attends first event | Post-event prompt + referral link | 25–35% of attendees refer within 72h |
| User receives NPS score 9–10 | Immediate referral ask: "You love SPARK — tell a friend" | 40–50% of promoters refer |
| User's match accepts a Spark | "You SPARKed! Share the moment" + referral card | 10–15% share |
| User's first match leads to meeting | Personal congratulations message + referral ask | 30–40% refer |
Component 3: The Content Engine
Every SPARK event must generate a minimum of 20 pieces of organic content. This content drives organic discovery, brand awareness, and referral installs at zero marginal cost.
Content Production System:
| Content Type | Volume Target | Owner | Distribution |
|---|---|---|---|
| Instagram Stories (live) | 5–8 per event | Content host | Same night |
| TikTok Reels (event recap) | 2–3 per event | Creator partner | Within 24h |
| Instagram Reels (highlight) | 1–2 per event | SPARK account | Within 48h |
| Attendee testimonials (video) | 3–5 per event | Content host | Within 48h |
| Photo carousel | 1 per event | SPARK account | Within 48h |
Content Amplification:
- Repost all attendee content to SPARK Stories within 24 hours
- Comment on every post that tags SPARK within 2 hours
- DM every creator who posts about SPARK with a thank-you and referral link
- Feature best content in weekly LINE OA broadcast
Component 4: The NPS Flywheel
The NPS survey is not just a measurement tool — it is an acquisition tool.
NPS Flywheel Mechanics:
| Score | Label | Immediate Action |
|---|---|---|
| 9–10 | Promoter | Immediate referral ask + premium reward for first referral |
| 7–8 | Passive | Discount on next event + ask what would make it a 10 |
| 5–6 | Detractor | Personal follow-up call within 24 hours. Identify root cause. |
| 1–4 | Critical Detractor | Founder personal call within 2 hours. Offer full refund. Document issue. |
NPS Timing:
- D3 after install: "How's SPARK going so far?"
- D7 after first match: "How was your first SPARK experience?"
- 24h after first event: "How was the event?"
- D30: "Would you recommend SPARK to a friend?"
NPS RULE: A promoter who is not asked to refer within 24 hours of scoring 9–10 is a missed acquisition event. The ask must be immediate, personal, and specific: "You gave us a 10 — would you share SPARK with one friend today?"