Cove is a revolutionary new dating app designed to provide a safer dating experience and develop more meaningful connections. They choose Phoenix, AZ as the app’s official launch city.
Cove engaged with the Tigrett Agency to develop + execute a full product launch strategy. This ranged from an official launch party, a nonprofit corporate partnership, organic + paid social media, Google display + PPC, along with a full suite of public relations services.
What people are saying
Generating results for our clients is what we live for.
“We hired Tigrett Agency for a Phoenix test launch of our B2C platform. The contract included digital, guerilla, and PR initiatives. Above and beyond the contract, the agency also supported with some local business development, proving to be very helpful.The experience was positive. Brandon and the agency went above and beyond to ensure a successful launch. They were able to work at our quick pace, without any sacrifice to quality. I recommend the agency for any brand looking for a competent and caring partner in market.”
Charles Messow
Cove CEO
Understanding the problem
Dating apps have become a toxic, unsafe environment.
The toughest part about bringing a dating app to the market, is nobody wants another toxic dating app. To overcome this we flipped the switch, and with a combination of market research and brand activations we brought a revolutionary approach to the dating world with Cove. An app that game-ifies the dating process, creates a safe environment to develop the initial seed of a relationship and ultimately move the conversation offline.
Our approach brought a ton of brand awareness to the Phoenix market with a combination of garnered press through a public relations approach and paid digital & social media campaigns. We topped all of this anticipation off with a massive launch party at the Wrigley Mansion.
Strategy & Execution
Executing our goals would take a cohesive multi-channel strategy and execution.
We utilized every tool at our disposal to accomplish the mission of delivering Cove to the people of Phoenix. This included Google PPC, Display, Google and Apple App Store Ads, Facebook, Instagram, and Snapchat ads.
We amplified this approach with a simultaneous Public Relations strategy, drafting and launching press releases that garnered 13 media hits, putting us in some of the most notable Arizona publications, as well as multiple broadcast segments.
Then we threw in a few guerrilla marketing tactics, putting custom posters and coasters in some of the hottest bars around the valley.
To round everything out, we took things offline. The culmination of our launch in the Phoenix market was an experiential launch party, combined with our corporate partnership with Almost There Foster Care. On top of this, we sponsored VIVA an event put on by Valley of the Sun Active 20-30 Club which is a philanthropic, community service, and social organization for professional, business-oriented women ages 21 – 39. This being Cove’s primary demographic allowed us to gain a large number of new users.
The Results
Generating wins for our clients is what we live for.
01
Paid Social
974,203 Combined Impressions
8,828 Facebook Link Clicks
3,211 Snapchat Swipe Ups
1200+ New App Installs
7,000+ Landing Page Views in 1 Week
02
Public Relations
2,559,329 Total Impressions
13 Media Hits (online, print, and broadcast)
1 Corporate Partnership with Almost There Rescue
03
Experiential
1 Epic Launch Party Completely Sold Out
The event generated 500 new active users
04
Off Line
Cove received great interest in being purchased by Match Group (owners of match.com) and are in talks of a sale.
Public Relations
We got the word out and the city responded.
One of the keys to our success in introducing Cove to the Phoenix market was the use of a public relations strategy in conjunction with our traditional digital and social efforts. While it’s hard to measure exact ROI in terms of new users and dollars, you can easily see how it amplifies the traditional efforts, lowering CPC, increasing brand awareness, and overall building hype around the app and event.
With our media connections in the Phoenix market, we distributed targeted press releases to outlets most likely to have an interest in Cove. This proved successful in earning 13 media hits within the first month, including print, web, and broadcast.
The Launch Party
The perfect brand activation does exist.
There’s a difference between a party and a launch activation where the main intent is to drive user acquisition, garner press, and generate money for your nonprofit partner.
To combat these obstacles we put our pr team and digital team to the test. We needed the press to be there, but they wouldn’t come unless it was large enough, so we launched a full-blown digital campaign to generate awareness and ticket sales. The combined efforts piqued the interest of a few large local outlets and the party was a grand success! We acquired a large number of new users, gained more exposure in the press, and helped find homes for some puppies!
Launch Party Photos
If you didn’t take a photo, were you really there?
Strategic Partnerships
Almost There Foster Care
Part of Cove’s internal mission is to give back in each city they launch the platform. We saw this as an opportunity to find a strategic nonprofit partner in the area to align them with. What’s a great first date activity? Playing with puppies of course. This lead us to partner with Almost There a rescue for dogs. Cove hosted a puppy meet and great adoption event at the start of the launch party, where all 16 puppies were adopted, and donated a percentage of each ticket sale back to Almost There which helps pay for foster and care supplies at the shelter.
Additional Activations
Viva 20-30
We sponsored VIVA an event put on by Valley of the Sun Active 20-30 Club which is a philanthropic, community service, and social organization for professional, business-oriented women ages 21 – 39. This being Cove’s primary demographic allowed us to gain a large number of new users. We designed custom pop-up signage for the event as well as hosted a variety of dating-specific party games!
