Luxury brands are partnering with the “We’re Not Really Strangers” card game to build intimate relationships with new customers. 

Luxury brands are partnering with the “We’re Not Really Strangers” card game to build intimate relationships with new customers. In less than a year, WNRS has garnered three million followers on TikTok, three million on Instagram, and a text-subscription audience of more than 1.2 million. The purpose of the card game is for players to spark conversation and connection through answering “introspective, thought-provoking questions” on the topics of mental health, personal wellness, and conflict resolution. Recently, luxury brands have collaborated with the game: Coach worked with WNRS to share inspirational social posts with messages that were “superimposed” on billboards in NYC. Valentino followed suit with a similar partnership that used words of “empathy, individuality, and positivity” on billboards and street signs. Meanwhile, Diane von Furstenberg collaborated with them for an Instagram Live and expansion pack that coincided with the release of the designer’s new book. With the newfound interest in WNRS, brands are putting an emphasis “on deeper and more meaningful connections with consumers.” (Vogue Business)