Marketing Challenge
Fruitz, a rapidly expanding dating app, is on a mission to revolutionize the online dating scene for Gen Z. To fuel its growth in Quebec and effectively engage its target audience, the French tech company solicited VIBRANT’s expertise to orchestrate a memorable winter event. The goal was to elevate brand visibility and recognition, drive a surge in user acquisition and expand its social media community within the Quebec market.
Solution
Aligning with the brand’s strong retro identity and tapping into nostalgia, VIBRANT proposed a collaboration with a Montreal vintage clothing store, Le Ninety, highly popular with local Gen Zers. We created a “date with style” pop-up offering a styling service to help customers who were getting ready for a date. And that’s not all! We hosted a tattoo artist with an on-site DJ, organized a themed conference and hired a photographer for attendees that wished to get a high-quality profile photo taken.
Results
The one-day event was a huge hit. We created buzz and over 550 people visited our entirely rebranded space to enjoy the Fruitz experience. Over 200 profile photos were taken and more than 162 people participated in the styling experience – achieving 130% of the objective.
A media event was organized the evening before the pop-up, bringing together targeted VIPs and influencers, who captured the experience and shared it with their communities on social media. The online visibility drove attendance to the public event the next day.
To support the experience, Fruitz brand ambassadors engaged with young Montrealers outside the nearest subway station to promote the event and invite them to the exclusive pop-up.
