How a ‘Dating App’ Used 100 Influencers to Rewrite Its Reputation
Reposition Azar from “dating app” to “fun, safe, global video chat” and fix negative sentiment, especially among women.
Strategy highlights:
“Audience shaping” + brand repositioning.
~100 influencers across YouTube, TikTok, Instagram.
Heavy focus on female influencers to build trust with female users.
Mega celebrities first (halo effect), then mid-tier + micro to follow.
Content focus: real use cases – making friends, exploring cultures, learning languages, not dating.
Deep onboarding: video briefs from the agency, time for creators to actually use the app before posting.
Results:
Share of voice: from ~4% → 12% vs competitors (3× increase, surpassing some competitors).
Sentiment: Shifted from mostly negative (“dating app”) to clearly recognized as a fun, non-dating social app.
Female audience: Noticeable increase in:
Female representation in campaign content.
Female usage of the app post-campaign.
Growth: Installs moved from “stable/limited” to a strong boost, with mega celebs driving spikes and smaller creators sustaining momentum.
Key lesson / quote-worthy:
“Don’t fight perception with ads. Use trusted voices to reframe the conversation.”