Launch Campaign for a New Dating App
Created a multi-channel campaign to introduce a new dating app, combining city activations, social media, and messaging to drive downloads and brand awareness.
ASK: Launch a dating app with buzz and downloads
CHALLENGE: Highly competitive market; new app must stand out
INSIGHT: Singles respond to playful, relatable, shareable experiences
SOLUTION: City posters/activations + social media + slogans + QR codes + ambassadors
IMPACT: Strong awareness, social buzz, and app downloads
Ask.
Launch a new dating app in a way that drives awareness, excitement, and downloads across multiple channels.
Challenge.
Dating apps are crowded; consumers are skeptical of new platforms. The campaign needs to stand out visually and emotionally, generate curiosity, and encourage immediate downloads.
Research Objective
Understand user perceptions of dating apps, identify key factors that attract early adopters, and determine opportunities to differentiate the new app in a crowded market.
Insight.
Finding #1
Users are drawn to dating apps that feel safe, trustworthy, and visually approachable. While many apps promise “fun connections,” participants noted that a confusing interface or inconsistent visuals can make them hesitant to sign up. They also expressed a desire for clear guidance on features and community standards. This shows that first impressions matter more than the number of features or bells and whistles.
Insight #1
A polished, friendly, and clear brand identity will increase trust and encourage early adoption, helping the app stand out among competitors.
Methodology
Focus Groups
Conducted two informal focus groups with target users (ages 22–35) to explore preferences, motivations, and hesitations around dating apps. Participants shared their first impressions of app visuals, messaging, and trust signals.
Overall Impact
By combining a polished brand identity with multi-platform promotional strategies, the dating app can feel trustworthy, approachable, and fun. This approach maximizes early user acquisition, strengthens engagement, and positions the app to compete effectively in a crowded market.
Surveys
Distributed a short survey to 50 potential users to gather quantitative feedback on features they value most, trust indicators, and engagement preferences.
Competitive Analysis
Reviewed top dating apps in the market for branding, messaging, campaign strategies, and social media presence to identify trends, strengths, and gaps.
Finding #2
Users are more likely to engage with apps that have a social presence beyond the app itself, such as Instagram campaigns, influencer promotions, and shareable content. Competitors with strong social strategies appear more approachable and “alive,” whereas apps with little external presence feel harder to trust or less relevant.
Insight #2
Expanding the app’s presence across social media and integrating referral-based campaigns will boost visibility, engagement, and early user growth.
Solution.
Why this works.
By combining physical presence with digital engagement, the campaign creates curiosity, encourages interaction, and builds both brand awareness and app downloads. The approach balances playful, relatable messaging with a strong citywide presence, making the app feel visible, modern, and exciting.