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FRUITZ
Fruitz, the successful French dating app, launched in 2017 and acquired by Bumble Inc. in 2022, has one clear goal: to make dating less complex by letting users be clear about their expectations. In this way, the app aims to ban prejudices and save time during new encounters. Through the use of fruit icons (cherry, grape, watermelon, peach), the dating app brings together people who are looking for the same thing, be it a friend with benefits or a romantic night out.
Fruitz is one of the leading dating apps in France, but the challenge was to increase their presence and popularity in Belgium, especially in Flanders where the app was still pretty unknown. We wanted to generate awareness and give the app the necessary visibility in traditional media, helping them find a place in an oversaturated market. The objective was to reach 50 qualitative media clippings throughout the year.
PR hooks
To keep our content fresh and position Fruitz as the dating app specialist for Gen Z across Belgium, we constantly came up with new PR hooks. Our approach ranged from sending press releases on various topics (such as mental health, dating tips, top topicals…) to co-developing activations, organizing surveys to obtain interesting insights among Belgian Gen Z and setting up media partnerships. We also set-up partnerships with experts in the dating/sexual field in order to impose Fruitz as thought-leader around the topic. Together with Gen-Z media platform TagMag, we created a very own podcast breaking the taboo around sexual healthy and dating life. And we organized an influencer event on the occasion of Galentine’s Day: 10 influencers could spend some quality time together with their bestie during a sip & paint event.
THE RESULT?
In 2023 we made sure Fruitz had 267 media appearances (over 13 communication moments), resulting in 29.7 million impressions, with an estimated media value of 1.3 million euros!
We had our moments of fame in pop culture, e.g. a moment in De Slimste Mens ter wereld, where a question about zombieing was asked. We even coined a new dating term: “swouple”, for couples who literally swiped their loved ones of their feet! This term is even incorporated in a new book that was released in June 2024 about renewed dating lexicon.
And the best part? All these efforts have shown a significant increase in brand awareness and downloads amongst Fruitz’ main target audience.
“Although we are not allowed to disclose specific information I can state that our media efforts have shown a significant increase in brand awareness and downloads amongst our main target audience as well as create a positive brand image which truly reflects our values.” – Tanita Mierau, country manager Fruitz BE/NL/CH.
- Making Fruitz visible as a brand in Belgium
- Develop and create PR hooks around Fruitz and dating in general
- Establish Fruitz in the Belgian media landscape and ensure media coverage throughout the year
- Position Fruitz as a dating specialist
- Copywriting & editing of press releases
- Handling of media partnerships
- Planning and hosting of events for influencers
- Co-developing activations
- Organizing surveys to obtain interesting insights