ADWEEK - The dating startup's TikTok advertising strategy drove 13K app downloads. Co-founder and CEO Austin Kevitch said Lox Club started as a joke - after grudgingly swiping through dating apps following a breakup, Kevitch made a website making fun of them, encouraging users to apply for an exclusive dating experience. To his surprise, thousands of people applied, convincing him to monetize his prank. Today, the Lox Club's tagline is "a members-only dating app for Jews with ridiculously high standards," which makes money via subscriptions. Lox Club has utilized a variety of strategies on TikTok, from organic posts to influencer marketing and paid formats, including traffic and conversion objective campaigns.