BACKGROUND:

LAUNCHED BY MATCH GROUP IN AUGUST 2017, BLK HAS QUICKLY BECOME THE #1 DATING APP MADE FOR BLACK SINGLES. BLK (pronounced “B-L-K” not “Black”) is more than just a dating app…it’s a lifestyle!  The app provides a space where Black singles can connect and be their true authentic selves. To date, over 6.8 Million people have downloaded the app.  Come see what all the hype is about! 

TASK : 

Create an engaging and attention-grabbing brand campaign that will solidify BLK’s place as the premiere social/lifestyle app for “the culture”! You must develop a cohesive multi-platform marketing campaign with a minimum of 3 marketing channels.

When we meet people online, we are only interacting with the virtual aliases of one another. Face-to-face interaction is a crucial component in forming romantic relationships. There is more to learn about a person from real life interactions than from an online profile.

BLK introduces THE NDRGRND (pronounced underground)! A premium add-on extension that provides exclusive curated events centered around BLK culture. Activated through social, design, and experiential channels, THE NDRGRND EXPERIENCE will be a safe haven for Black & Brown singles to experience BLK Love outside the app.