Searching for places to eat on Google is dead; foodies are flocking to TikTok for restaurant recs.

Taking this shift into account, The Cult has suggested to engage lifestyle and foodie creators, and to run the campaign largely on TikTok to optimise reach. The Cult has also swapped the usual video content for image slides knowing that the platform's algorithm is favouring images over videos.

To frame Flint as a hangout spot, The Cult suggested diverse videos angles including date night spot, cafe to try, and meeting spot.