%20(2).webp)
From TikTok Trend to Real-Life Experience
TikTok fell in love with Stan Molemaker’s weekly format “Date Thursday”. Simple, creative, low-effort but high-fun dates with his girlfriend. Their dynamic was real, funny, and relatable. And people didn’t just watch… they wanted in.
The challenge:
- How do you turn a viral scroll-moment into something people can actually do?
- How do you bottle the spontaneity of a TikTok trend without losing the charm?
- And how do you make it work not just for couples, but for friends, besties, situationships, or anyone?
Turning a format into a feeling
We needed to transform a format into a feeling. And then into a product. Merchandise wasn’t enough, we wanted something people could open, use, fill in, look back on. Something that sparks connection.
So we created the “Date Boekje”: an interactive, offline version of “Date Thursday”, built to move people from watching to doing.
Our pillars:
Authenticity: the booklet is pure Stan: funny, warm, creative, a little chaotic, exactly what the audience loves.
Participation: not a book to read, but a book to live.
Pages to fill in, challenges to complete, memories to make.
Audience expansion: couples, friends, roommates, your gym buddy, the booklet works for everyone who wants quality time.
.webp)
BRINGING THE DATE BOOKLET TO LIFE
Stan announced the Date Booklet with a “mini-date” TikTok, showing exactly how the book turns into real-life fun. No overthinking. No scripts. Just Stan being Stan.
Inside the booklet:
- Unique date ideas (indoor, outdoor, creative, spontaneous)
- Reflection pages to capture the moment
- Funny dilemma’s topics to keep you talking!
And a lot more
And the community? Instantly obsessed. Early buyers shared their dates, tagged Stan, posted their pages, and turned the launch into its own wave of organic reach.
From watching to doing
The Date Booklet didn’t just perform, it changed behavior. Stan’s community moved from passive viewers to active participants. It unlocked a new, sustainable revenue stream beyond brand collabs. And most importantly: the creator–fan relationship deepened.
People stopped just watching dates. They started going on them.
