#Justdate Canada
Dil Mil Ad Campaign + Canadian Relaunch Strategy
Services provided
Community Partnership Building / Content Writing / Creative Consultation / Market Research / Social Media Management
Brand Goals
Having mastered the market in the United States, San Francisco based South Asian dating app, Dil Mil was looking to relaunch and expand its brand presence in Canada. The Dil Mil team, having previously sponsored community arts events in Vancouver and Surrey, was interested in relaunching in Surrey and in Toronto.
Dil Mill approached Himmat Media looking to learn more about their ideal demographic in Surrey, British Columbia and Toronto, Ontario. This included information on youth culture, ad placement locations in the cities, local influencers, and the overall vibe necessary to make this ad campaign a successful one.
Through creative consultation and content writing processes, we were able to identify relevant information to help ensure the campaign was relevant, and placed appropriately across cities.
Results
An internationally viral ad campaign: This ad campaign went viral. And it went viral fast. It all started on Twitter, where transit-goers of Surrey snapped a photo of one of the ads at Surrey Central SkyTrain station. Quickly, meme pages across all social media platforms from Canada, the US, and the UK were quick to repost and appreciate the witty, but culturally relevant messaging.
A 700% increase in app downloads within a week of campaign launch in Surrey, BC
An homage to South Asian Canadians: The benefits of a successful ad campaign are the positive social outcomes that come with it, as well as sparking conversation. Making Surrey and Toronto the hearts of this campaign had important social relevance. Variations of social messaging within copy also hit on critical cultural notes, including the stigmas around dating, and taking ownership over South Asian names.
