
Levelling up an Online Dating Platform’s Positioning

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!

Testing Positioning in a Wild New Market
Driving differentiation and engagement in a new-to-the-world marketplace. Our client was launching a much anticipated NFT platform to bring communities and marketplaces together. Crafting a compelling market position in a hyper-fluid, decentralized category is as daunting as it sounds...
Google: Rethinking Readiness
The future of data-driven marketing is to go beyond transactions to also deliver meaning. In our latest collaboration with Google we helped them define deep consumer needs and understand what people expect of brands today.
Understanding the Core Target
Helping a leading car manufacturer establish itself as a future-forward brand by getting up close and personal with its core target. Where once the brand had centered itself on playing up its underdog status; its new goal was to redefine itself as a transformative leader of tomorrow, putting inspiration at its center.