Online dating marketing campaigns
It’s that kind of cause-and-effect.”The campaign, which is appearing in neighborhoods including the West Village, So Ho and Williamsburg, marks a strategy shift for Hinge following its relaunch last October.
In previous work, it mostly critiqued competitors and the general soulless nature of online dating, including last year’s animated short film likening online dating to a dystopian carnival.“We’re broadening our mission,” says Mc Leod.
“When we launched, we wanted to make a big and bold and clear and almost exaggerated statement on swipe culture.
For example, the question “Where can people find you at the party?
Having never used online dating before I was extremely interested as Amir talked me through his competition, their business models and how they operated.
…so I signed up to Ok Cupid, Plenty Of Fish, Badoo, Zoosk and How About We with great interest – I wanted to know how do the biggest online dating apps use email to drive activation with email? After receiving (many) interesting emails from these companies over the last six weeks, here are the key email marketing lessons you can take away and apply to your own campaigns.
” prompted lots of people to reveal that they’re usually hanging out with the dog. (In addition to the site-specific boards, the campaign includes phone-booth executions that are not contextual.)Making the billboards site-specific embeds them a little deeper in their neighborhoods, Mc Leod says.
“We really wanted them to be striking, and part of that is being contextual,” he says.