Brand, content engine and acquisition for a dating app

Context

LOCUS is a consumer dating app. The work spanned the whole funnel: what the brand sounds like, what the product says on every screen, and how new users find it in the first place.

Strategy

Make the brand promise and the product experience say the same thing — then take that message to the places the audience already gathers: creators they follow, campus ambassadors, and physical spots in Bengaluru.

What I owned

• Brand identity, website, landing-page and in-app product copy.
• Hosted podcasts with a therapist to create UGC content.
• Set up the content engine: UGC influencer campaigns and campus ambassadors.
• Meta ads for app downloads.
• Around five hyperlocal activation spots across Bengaluru.
• Led a team of five.

Results

• 5K Instagram followers in 2 months.
• 300 downloads from Meta ads.

What I learned

For a consumer app, product copy and creator content do as much positioning work as any ad.

Visuals & links

Skills used

• Brand identity & positioning
• Product / in-app copy
• UGC content engine
• Influencer & ambassador programmes
• Meta Ads for app installs
• Podcast production
• Team leadership (5)