How Truly Madly Kickstarted a Dating Debate

TrulyMadly + iContract

Context:

Given the dating scenario in India it is not easy for a dating platform to enter such a difficult to capture market. However, TrulyMadly’s unique and one of a kind verification process for signing up allowed it to break free of these issues and establish itself as a trusted service. To better understand their market TrulyMadly decided to learn more deeply about the Indian dating scene by hosting a dating debate.

Objective:

TrulyMadly a relationship & dating app for singles wanted to host a nationwide debate to understand the perception of dating amongst Indians and gather consumer insight. Through this campaign trulymadly aimed to understand the dating demographic in India without directly promoting their product.

Approach:

  • Creator Approach:

    20 seeded evangelists (60 POVs for and against) opinionated, attractive, (mostly) single individuals were engaged from 5 tier 1 cities.

  • Engagement Approach:

    • The idea was to make people share 3 reasons that they thought make a date and those that break a date. This was done by making use of two unique hashtags on two consecutive days as follows:
      • The debate on day 1 would be for the topic.
      • The debate on day 2 would be against the topic.
    • Two generic and easy to understand hashtags were used with an aim of getting maximum people to engage thereby facilitating the aim of gathering deep consumer insights. The hashtags used were as follows:
    • The brand decided to not use a branded hashtag to make the debate more natural and encouraging more and more people to actively participate in the debate.
    • The brand handle was listening to the conversation around the hashtags and actively engaging with the people participating in the debate. This helped the brand establish a strong connect with the consumers, while the evangelists practically worked as ‘lead generators’ lining up people to have conversations with.

Platform:

Media:

Key Learnings:

The campaign was a huge hit and resulted in becoming India’s largest debate for singles with a peak velocity of 15 tweets/min. Both the hashtags trended at no. 1 in India. The brand was not only able to garner deep consumer insights but this also resulted in the growth of the number of downloads of the trulymadly app.

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