An influencer campaign enhanced by strong narratives and the cultural impact of meme marketing.

Following targeted cultural research around the dating scenario in the UK, which led to fundamental insights about audience behaviour, our experts crafted the strategy “Find Something Real”. Centred around the concept of confidence as the core of positive dating experiences, the campaign merged influencer marketing with the power of meme marketing to generate positive association, increase awareness and foster engagements. The three key content pillars – confidence in the real self, in actions and in responding – were developed to inspire creators to share relatable and fun content highlighting real conversations and experiences, along with the app’s key features. The editorial direction also set the foundation for the meme activation which brought confidence to life in a more appealing and open way, hugely culturally nuanced. A paid amplification program was then added to the strategy so content could be optimised for impressions and engagements – allowing space for a test-and-learn approach.