Lee Zhi Ying

The Task:
As dating apps become ubiquitous with online dating becoming a commonplace, Paktor, a homegrown dating application, struggles to gain an edge over big names like Tinder and Bumble in the dating app market. This paper identifies Paktor’s key challenges as consumers’ lack of awareness of the app, as well as its weak brand preference among consumers.

My role: 
Conducted market research, developed strategies, and conceptualised collaterals for the campaign. 

Target Audience:
Single working adults seeking worthwhile relationships, aged 25 to 34

Concept:
The campaign will be carried out in three phases, “The Crime”, “The Chase” and “The Confession”, revolving around the central idea that the current online dating scene is flawed. Through a selected media mix of traditional advertising, social media, and guerilla marketing, Paktor will establish itself as the dating app that elevates the standards of the online dating scene with its USP of real-time engagement features on its app.

Links: Campaign slides and report

CS2058
Integrated Marketing Communications