Creating a PR Plan
As Public Relations students, we were tasked with a group project where each team took on the role of a new business unit at a PR agency, crafting a targeted campaign for [selected dating app: BLK, Chispa, Hinge, OkCupid, or Tinder]. The objective was to develop a compelling strategy, whether by launching an innovative feature, refreshing the app’s public image, or building an impactful new brand campaign. Through audience insights, creative planning, and strategic positioning, we aimed to elevate the app’s consumer appeal and relevance in today’s dating landscape.
Objectives
What is the job to be done with your campaign? Are you increasing brand awareness? Expanding the current user base?
Are you creating a new product feature? Are you proposing a new profile badge? A completely new feature? Adopting a feature from a competitor, but in your own way?
Are you launching the brand in a new market? If so, make sure it is not a market the brand is actively marketing in (ask me about the brand of your choosing)
Who are you trying to reach? College students? Gen Z? Women? LGBTQ+?
(Let’s keep these ideas focused on 18-25 year olds)
What did we do?
We were inspired by the New York Times “36 Questions to Fall in Love” and wanted to integrate a Q&A feature to foster the same sentiment in Hinge. Our goal was for the users to have deep, intimate conversations to determine whether they could connect deeply with their match to reemphasize Hinge's image as an app for long-term relationships.