The dating app Mutual approach me and some of my fellow students to create a compelling ad campaign. The goal of the campaign was to increase app downloads and re engage their 18 to 23 year old audience. Over the course of 12 weeks my team and I crafted a compelling campaign surrounding relatability. The campaign was called “The Feeling is Mutual, Find Others Like You.” This campaign focused on 3 things 1)Relatable Situations and Interests, 2)Validating Statistics, and 3)Encouraging Messages. Since Mutual has starting using the campaign engagement has increased 154%. Mutual have continued to use our campaign’s styling even changing their branding to reflect our chosen style. From crafting this campaign I learned the importance of leveraging the minds of a team (1+1=3), and the importance of understanding your audience.
Graphic Design
Illustration
Creative Direction
Copywriting
Video Overview
Advertisements
We chose a tame grunge, drawn, torn paper style that is a popular style with our target audience of 18-23-year-olds. We choose to make the advertising personal, funny, and to incorporating the audience as a part of the brand experience.
Murals
"Buzzfeed"
Style Quizes
Organic Social Media
