Azar, a company part of the Match Group, is a mobile appli- cation that quickly matches users with those who have similar interests, transforming the way users connect by offering a dynamic platform for video and text chat. Using AI algorithms and with its distinctive spontaneous video chat feature, Azar ensures engaging and highly satisfactory interactions, as users can enjoy real-time conversations with people from diverse corners of the globe.
Key information
| Azar | Client |
| UK - DE - FR - ES - NL - IT | Geo |
| 3 months | Duration |
| 80 | Number of influencers |
Key performance indicators
| 402K | Total interactions |
| 60.7M | Impressions |
| 391K | Likes |
| 5.5K | Saves |
The challenge
The primary goal of this campaign was to enhance brand awareness and visibility. It was also targeted to increase the number of organic downloads with quality users by the creation of entertaining and/or comic high-quality content, collaborating with creators based in Germany, the United Kingdom, France, Spain, Italy, and the Netherlands.
The strategy
To achieve our objective, we crafted a targeted strategy through in-depth analysis of the competitive landscape, market trends, and our target audience. We launched an exclusive campaign on TikTok, aligning with our long-term media buying plans. Leveraging TikTok's focus on fun and concise content, we effectively engaged users and promoted app usage. Our media strategy included collaboration with Macro, Mid, and Micro-influencers across various platforms, enhancing audience reach and elevating engagement and retention rates in key regions. This multi-platform approach ensured the creation of visually compelling content for our client.
The solution
To build excitement for the campaign, we created a dynamic community using a compelling call to action and strategic hashtag: #funwithazar. Creators contributed diverse content, including comic sketches, social experiments, street interviews, promotional videos, and ASMR, enriching the Azar TikTok community. Encouraging creative freedom, creators produced engaging content for the client across platforms, generating enthusiastic user responses. The outcome was impressive, with 80 creators enhancing storytelling, achieving substantial reach, impressions, video views, and engagement.