Levelling up an Online Dating Platform’s Positioning

Challenge

Helping a premium online dating platform explore reactions to a range of brand assets to develop an elevated positioning that speaks to Gen Z.

Online dating really isn’t a new concept anymore. Most single people have experienced (or heard the horror stories of) the struggle of trying to find their perfect match… or even just a good match! And on top of this, people are dealing with the stress of trying to find their own way in life and carve out their career. But what if it didn’t have to be this way? What if a dating platform could not only help you meet likeminded individuals, but also somebody who could help you level up in life? That’s exactly what our client is here to do! And so, they wanted to explore responses to their brand assets to drive acquisition and growth among Gen Z.

Approach

Through virtual focus groups, we spoke to Gen Z women across major cities in the US who were open to dating and looking for something long-term. Given the nature of the dating platform, they had to be either post-grad students, or graduates who are building a successful career for themselves. They also had to consider themselves ambitious and beautiful, be open to dating somebody older and looking for somebody who will help them succeed in life. In our conversation we started by discussing the highs and lows of online dating, before exploring the brand positioning through a range of stimuli. We then finished by showing them how the brand shows up currently, to highlight the gap between where they are today, where they want to be, and ultimately where they should be.

Impact

We delivered our client a clear picture of who their Gen Z audience are, with the key frustrations of online dating that our client can solve for. This included a better understanding of their positioning in the current market, and a clear steer on the future direction they should take the brand. You could say it was a match made in heaven!