Service:
Market Strategy Consulting, APAC Market Strategy, APAC Agency Development, Go-to Market Resources, Market research, Integrated Marketing Communications(on-offline) -Media relations, Influencer event, SNS Influencer Marketing, Performance Marketing)
Client: Tinder
Challenge:
Tinder has been the global No. 1 dating app, which secured the most users throughout the world, but since it did not proceed with promotion and marketing activities in South Korea earnestly, its recognition was lower in Korea compared to its recognition and influence in the overseas market. In addition, it was recognized as an app used by foreigners and Korean residents in America, and there was still prejudice against the meeting of the opposite sex through a dating app in Korea, so we sought communication methods in several directions, concerning how to settle Tinder in the Korean market positively.
Approach:
Actively utilizing Tinder’s differential point, innovative User Interface (UI), global influence, and celebrities’ actual reviews, we developed storytelling for the characteristics of media, including major lifestyle magazines and Korean major media. Also, through interviews with major media and media meetings, we would win people’s favor for the brand, actively expressing interest in the Korean market.
Along with this, to enhance brand engagement, we held brand events, inviting influencers. In addition, since the entry into the Korean market was the first entry into the Asian market, we provided a localization consulting service for the service, regularly delivering market intelligence of the Korean market and the related Asian markets and the users’ feedback about the service.
Impact:
It drew attraction, securing more than 100 media coverage during the launching period. Especially, it attracted attention as it was put as the world’s most famous app on the headline of Chosunilbo, which has the biggest influence in Korea and is a conservative media, despite it is a dating app and foreign startup.
Also, the app downloads increased 8 times after the launching, and the promotional effect contributed to Tinder’s settlement in Asia, affecting other Asian countries like Taiwan as well as South Korea.