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Role: Creative&Art Director, SMM-strategist
Client: Badoo
Year: 2020

We cross partnered with 8 brands, each brand took over one interests category and provided special gifts exclusively for this campaign participants.

Travel — S7Airlines Low-cost airline leader in Russia / 3% discount on all flights — unlimited amount
Movie — OKKO Video streaming service / free monthly subscription Premium for 30 days — 20k gifts
Fashion — Lamoda Apparel e-comm / 15% discount — 10k gifts
Culture — Storytell Audiobooks app/ free monthly subscription — unlimited amount
Food — Delivery Club #1 food delivery in Russia / up to 25% discount — 25k gifts
Games — Svyaznoy Tech e-comm / free monthly subscription — unlimited amount
Sport — Sportmaster Biggest sports goods retail/discount up to 2k rub (30$) — 10k gifts
Music — Yandex.Music Music streaming service / 3-month subscription — 5k gifts (only commercial partner)

Also we partnered with internal product and devs teams to create web in-app gamified landing for the campaign.

With the internal design team, we created a visual identity and concept of the project and hired an external 3D designer to create special 3D elements for the campaign.

RESULTS

Free coverage from reputable lifestyle media, such as:
Harper's Bazaar Glamour Cosmo Esquire Knife Media People Talk Elle
Total reach - 86m impressions (from 16 articles)

Objective
Highlight the launch of a new in-app #interests feature

Barrier
When users first learned about the new feature, no one used it for its main purpose — show your own interests and desires to make it easier to find your soulmate. How to find your ideal partner if everyone loves pizza, traveling, and hanging out with friends?

To overcome this barrier, a partner special project in which each user in a gamified way could choose his favorite interests and add them to their Badoo profile has been created.

For that Badoo came together with the 8 biggest local brands and gave away gifts to people based on users' #interests.

BADOO #INTERESTS

were given away for campaign participantsthan for May

than for May

4.5% higher

Average daily organic registrations is

from May to June

DAU by 2.28%

Increase in average organic

relative uplift

Also an uplift in chats initiated for male users

from internal and external promo

of the first screen from landing from internal and external promo (for visiting landing participant must have Badoo account)

clicked button SHARE RESULT
at the end screen

new organic followers in @badoo_ru

for females

for males

+12%

An uplift in Russia for % of users adding interests since campaign launch