Campaign Summary

PreVue, a unique dating app focusing on unfiltered video profiles, succeeded in building its brand and launch in the competitive dating app market. The campaign targeted users aged 18-29 in selected U.S. cities, starting with Boston. Through strategic mobile marketing, creative optimization, and influencer partnerships, PreVue achieved significant growth in both paid and organic installs. The campaign's success led to expansion into additional markets and secured $1.5 million in funding, positioning PreVue as a potential disruptor in the online dating industry.

Strategy

Objective

The primary goals were to build the PreVue brand, launch it successfully in multiple U.S. cities, and establish it quickly in the market before competitors could emerge.

Context

This was the first year of the campaign, with the app yet to be built when work began on the campaign.

Target Audience

The campaign targeted mobile phone users of all genders, aged 18-29, with a heavy digital presence. Boston was selected as the initial launch city due to its high concentration of the target demographic and favorable media pricing.

Creative and Media Strategy

The strategy involved:

• Optimizing creatives and media platforms continuously
• Boosting top-performing influencer content with paid promotion
• Launching in a new city every two months
• Shifting targeting from both genders to female-only to improve the app's gender ratio

Execution/Use of Media

The campaign execution included:

1. Collaborative brand workshops to establish mission, values, and personality
2. UI/UX refinement, especially optimizing the onboarding flow
3. Full media launch plan in early 2023
4. Utilization of various media platforms across three different geographical locations
5. Ongoing optimization of creative content and media strategy

Budget allocation:

• 100 percent mobile/digital
• Included media, creative, and strategy services
• Maintenance budget of 33 percent in existing markets when expanding to new cities

Business Impact

The campaign achieved significant results:

• 370 percent decrease in cost -per install in the first six weeks
• 270 percent improvement in cost-per sign-up
• 33 percent increase in iOS paid downloads (February to March)
• 37 percent increase in iOS organic downloads
• 322 percent increase in Android paid downloads
• 79 percent increase in Android organic downloads
• Exceeded initial four-month KPI goals by 27 percent
• 10 times increase in organic installs by the end of May

PreVue successfully launched in three markets, challenging established dating apps. Key achievements include:

• Securing $1.5 million in funding
• Expansion into Washington, D.C. and Baltimore
• Influencing industry giants (e.g., Tinder enhancing its photo verification process)
• Positioning PreVue as a safe, exciting alternative in the online dating market

The campaign's success in building brand awareness, driving user acquisition, and securing funding demonstrates the potential for innovative, authenticity-focused apps to disrupt the highly competitive dating app industry. PreVue's approach to unfiltered video profiles addresses growing concerns about authenticity in online dating, potentially setting a new standard for transparency and user experience in the sector.