CASE STUDY

To be a single girl’s
best friend
in discovering
eligible and verified
BRAND
single men
AMBITION

CONVERSATION
OPPORTUNITY

Single In A Relationship In Love Engaged Married

FINDING THE BRAND CONVERSATION
 Brand Conversation Idea
Brand Truth
Brand Truth

Cultural Truth
Cultural Truth Consumer Truth
Consumer Truth
 BRAND Truly Madly is a discovery platform for verified singles to match &
date based on mutual interests
TRUTH

Singles are always looking to mingle. But the opportunities to ask the other
CONSUMER
sex out are limited in India. Men don’t know how to ask a woman out and
TRUTH women think most men don’t know how to even have a conversation

Dating is taboo in India. Singles will go out for a coffee or a movie but will
CULTURAL never call it a date. Going from being ‘Single’ to being in a ‘Relationship’ is
TRUTH a minefield without a navigation map.
 Conversation Idea
Brand Truth UnSingle
A Single Girl’s Best Friend
in discovering eligible single men
We needed to find a
short code for dating
that the brand can use
to start a dialogue with
‘Hesitant Hopefuls’.

Cultural Truth
Dating in India is Taboo
‘Unsingle’ is unique,
instinctive & easy to use
Consumer Truth across multiple media.
Singles find it really hard
to ask other singles out The brand completely owns
this conversation idea since
this is proprietary.
COMMUNICATION DEVELOPMENT &
CAMPAIGN ARCHITECTURE
 Communication Problem
Making ‘Dating’ cool & acceptable

Positioning Conversation Idea

A Girl’s Best Friend UnSingle

Comms Barrier 1 Comms Barrier 2 Comms Barrier 3

Singles in India don’t date. How can Singles in India have very few Online dating is equated to Tinder and
TM propogate dating in this scenario? opportunities to meet and discover therefore is not socially acceptable

Comms Task
Comms Task Comms Task
Create opportunities in the real world
Make Dating a mainstream conversation De-stain online dating by creating brand
for verified singles to come together
& not a hidden secret awareness & changing the conversation
over a shared interest

TACTICS
TACTICS TACTICS
On-ground activations around music,
A national twitter debate on A relationship blog
books and food that help verified
what is and what is not a date Video Content (Online & TVC)
singles meet like-minded people
 CREATIVE EXECUTION
COMMS TASK 1: MAKING DATING A
MAINSTREAM CONVERSATION
CLICK HERE TO WATCH
ALL THE VIDEOS
 CREATIVE EXECUTION
COMMS TASK 2: CREATING OPPORTUNITIES FOR
REAL WORLD MEET UPS
 1L+ App
5 4 20 10
Download
Cities Weekends Gigs Venues s
In Café activation with special ‘Dating’ tables
Promotion Posters Fun
4 4 90
Card
Cities Weeks Cafes Game
 CREATIVE EXECUTION
COMMS TASK 3: DESTAIN DATING BY CREATING BRAND
AWARENESS & CHANGING THE CONVERSATION
Case Study
Aditi Rao Demo Film
The Man Parade
Digital Film
Boy Browsing
TVC
 Results
KPI 1: Reach 1 Mn downloads in 6 months (May to September)
Result: From 300K in April, we crossed 1.5Mn downloads. Organic installs increased by 3X compared to pre-
campaign & re-instals have gone up by 10X since the TVC was released in August

KPI 2: Increase matches from 1Mn per year (in year 1 of operations) to 5X in year 2
Result: TM made 1Mn matches till April, 2015. Post campaign, we have been generating 1Mn matches per
month – almost a 12X increase. These metrics indicate improved quality of profiles leading to more matches.

KPI 3: Increase average time spent on the app by 20%

Result: Average time spent has gone up by 30% from 42 minutes / day to 55 minutes / day

KPI 4: Increase engagement & app downloads from women

Result: 35% of conversations now initiated by women vs 22% pre-campaign
3X increase in downloads from women compared to men
 Results
• App trended on iOS multiple times & was even featured on the home page
• Won GSF Web Appy awards for best dating app in India
• Economic Times listed TM as one of the companies to watch out for in 2016
• Featured by CNBC on Young Turks and NDTV on Unicorn