BeReal is being reconsidered by marketers after debuting its first global brand campaign – effectively bouncing back into relevancy after it began losing steam with users, marketers and creators.

The photo-sharing social media app, which is popular among the Gen Z audience, has taken to other social media platforms to launch its OOH campaign.

The platform calls for users to submit their BeReal posting to a competition on Instagram or X – the platform formerly known as Twitter.

The campaign aims to boost brand awareness among non-BeReal users and retain the attention of current BeReal users.

Among other consumer competitions, the users will then have an opportunity to be the face of the social media platform’s first billboard, a takeover of Time Square.

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The app, which originally launched without ad units, will also experiment with viral stunts to amplify its organic reach.

“But now we’re in a really comfortable position. We finally got to a point whereby the app is working really well,” said BeReal head of field marketing, Julian Hislop.

“We started thinking about new features that we’re going to be releasing and so we thought, ‘OK, now’s a great time whereby we can finally start running really creative, fun, marketing campaigns.”

The campaign follows a dip in monthly active users for the site; the platform itself still touts an impressive 25 million daily active users, BeReal’s monthly active users fell from 73.5 million in August 2022 to 33.3 million this March.

The app first received attention among marketers following Twitter’s hostile takeover, who viewed the app as a new social media platform alternative.

It popularity soared among marketers such as, Chipotle, e.l.f Cosmetics and Shake Shack, as it gave them a a chance to connect with its growing user base and embed themselves in another digital community.