TrulyMadly is India’s matchmaking website and app (review of Android app) that believes in breaking the stereotypes. In the times when couples are matched as per their religion, caste, horoscopes, incomes, family expectations and whatnot, TrulyMadly uses science and technology to find suitable matches.
The matchmaking service wanted to grow its registrations by reaching out to the right kind of people. TrulyMadly, in association with its digital agency Drizzlin set about to identify the challenges and find a suitable solution.
A major challenge that was recognized in the initial stages was that people who will use the service may not be very keen to share the same with their friends and family online. This made it harder to generate advocacy online. Additionally and more importantly, the USP of the website was to match people on psychographics rather than traditional demographics such as age, income, caste, etc.
With this challenge and unique positioning in mind, the idea of getting real people to share pictures of peculiar stereotypes that get attached to them and how they actually do not fall in the stereotype was chosen to take ahead. The initiative was called “Breaking Stereotypes”, hence reinforcing the core brand essence.
For instance below are some of the images that were seeded. These images were used to share through the Facebook Page, Twitter handle and the blog.
Facebook Page News Feed
Twitter Handle Feed
Over a period of two months from April to May 2014, The breaking stereotypes campaign significantly grew Truly Madly’s registrations and drove people to its website.
Not just this it became a talk of the town and inspired hundreds if not thousands of people to share their own stereotypes. It dominated FB timelines for weeks during the campaign.
Compared to the two month period from February to March 2014, the campaign delivered:
– 20X increase in registrations
– 17X increase in website sessions
– 21X increase in number of users on website