Badoo Projects
Dating Series
Over 11M views on 6 episodes
The series became a pilot project to launch a separate YouTube channel for Russian-speaking countries. Each episode is telling the real dating story of the real Badoo user. After 2 weeks of casting through the in-app promo, out of 700 applications, 6 users were selected to personally tell their story on camera, and famous local actors acted this story in comedy sketches. The series instantly became very popular and got exceptionally positive ratings from viewers - more than 90% of positive impressions and comments.
The idea became global, after huge success in promoting the brand through its own content. The series has launched in Russia first, and after in Brazil, Spain, UK and will be launched soon in other markets.
Faces&Laces Festival
Integration into the festival of modern culture. A two-floor corner with the best view of the main stage, a capsule collection with a feminist and diverse youth designer ‘Murmurism’, a futuristic photo zone and an offline dating game - all this made Badoo corner the most popular and photographed throughout the whole festival.
15,000 visitors in 2 days
46 organic posts from top bloggers
1000+ people playing our dating game, 73 couple created
570 organic posts with our hashtag
Viral song campaign
#1 in VK chart • #1 Yandex Music • #2 Apple Music • #3 iTunes
The goal for Badoo here was to make a viral campaign. I came up with the idea of collaborating with the most popular singer in the CIS - Tima Belaruskih. Together with his production team, we created the original concept of the song with “Badoo” in the chorus, but still as native as possible.
‘Share your feelings’
Over 27M reach
700K site visitors
30K messages
+18,5% DAU
12 Tier 1 articles
The original idea was to promote the general brand idea and execute it with the product, design and development team just in one month. We created a website where people could send their messages and see them on a giant screen in the centre of Moscow. We also produced a video that explained the idea of the campaign and allowed us to promote this idea in the media.
Badoo Pop-up Bar
My task was to create an offline project that would be extremely successful in the press and clearly explain the brand’s general function - dating. The bar was planned in an extremely short period and built in 1 month only. 48 contractors were involved in the project, excluding musicians and DJs.
Over 40 organic articles in Tier 1 media
1,600 organic publications in Instagram
2000+ people visited the bar
10 minutes of organic radio mentions
Dating Spots
The first social project of the brand. 2 dating spots in 2 different locations, where people could not only get a cup of complimentary coffee and a warm gift from Badoo (scarf, hat, thermos mug, etc.) but also date other people from another location through our speed-dating booths: 5 booths in two dating spots were connected via special video streams. Every person could speak with 5 different people for 1 minute with each, during this 1 minute time both needed to get to know each other and agreed to have a date if they both want. My task was to create an offline project that would be extremely successful in the press and clearly explain the brand’s general function - dating. The bar was planned in an extremely short period and built in 1 month only. 48 contractors were involved in the project, excluding musicians and DJs.
17 Tier 1 and Tier 2 articles
The press supported this project, calling it the most romantic on the eve of the new year
TV News (24M audience)
The first time we were supported for free in the news, telling not only about the project but also about the brand itself
Social media buzz
Emotional stories and posts from visitors and bloggers
Dating show
4M views on 8 episodes
The show "What's on your mind?" where men needed to guess what’s on the mind of women and vice versa. The original idea was built on the user's flow in the Badoo app - from filling out a profile (questions about yourself) to chatting (questions about tastes, etc.). Each celebrity guest went through this user’s way together with his team - friend, colleague and stranger. The winner from the team got a romantic date in the restaurant from Badoo.
200+ social media campaigns
Over 7000 influencers
1 billion impressions on Instagram and Youtube
365M likes and comments
‘Be yourself with me’
2.5K participants shared their videos in social media
1.4M likes from the influencer campaign
27M views of our billboard • 6 organic articles in Tier 1 media
In 2019 Badoo have decided to openly speak about their brand mission - to help people be themselves with themselves and with others, help realise that every person in the world the unique and most right choice in their life — to be who they are, with all their habits and shortcomings. To launch the new mission we created a campaign with Insta-bloggers - short videos showing them doing what they want - dancing, singing, eating pizza, etc. The best videos were shown on a huge billboard in the city centre.
A.D.E.D merch drop
15 organic articles in Tier 1 media
A.D.E.D. is a Moscow based design brand. Hyped and hot right now, all products have a limited amount and are always sold out. They created 2 collaborations with ‘‘Off-White’’, very few designers worked on equal terms with such a large high-fashion house. For Badoo, we made a small drop with them to gain media coverage and increase our brand image. To keep the collection in the line with the brand’s main mission, we added slogans that talk about the freedom to be yourself, not to hide our oddities and not be afraid to open up yourself to the world. To keep the well knowing style of A.D.E.D, we entered the Badoo brand keywords in their corporate trademark - a square of words on the chest.
