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How Sweatcoin uses partnerships with companies like OKCupid to improve brand awareness

Sweatcoin, an app that rewards daily steps having an in-app currency, partnered with OKCupid come early july to provide free, three-month premium memberships for those who utilize the dating app.

How people date and engage, so a lot of that now happens online, said Jessica Butcher, CMO of Sweatcoin, adding that the team was curious whether dating is actually a method for its audience to utilize its app. [OKCupid] wished to test if the audiences were an excellent fit.

Founded in 2017, Sweatcoin targets active individuals who benefit from the outdoors, particularly millennials and Gen Z. By rewarding people when planning on taking steps using its currency, Sweatcoin aims to create people more vigorous. Once earned, the currency could be redeemed via Sweatcoins marketplace, which include using it to get items available on the market or contribute to charity. Sweatcoin currently has over 100 million users per Butcher.

Dealing with OKCupid is section of a standard partnership technique to reach new audiences and boost brand awareness. Sweatcoin has recently worked with numerous brands such as for example Headspace, Audible, Tidal and really wants to continue bringing new brands to its roster. The terms of its agreement with OKCupid weren’t offered.

Our business design from day you have gone to select and utilize a amount of brands around the world who we think will undoubtedly be attractive to our users, that are obviously fairly young, tech-savvy, thinking about their health or improving their health insurance and thinking about offers and deals, said Butcher.

Following the OKCupid partnership launched earlier this June, all premium membership offers were claimed inside a handful of hours and over two-thirds of these were redeemed inside a week of its launch. However, Butcher declined to touch upon just how much offers were claimed.Those OkCupid users who redeemed Sweatcoins premium offering can walk around parks like Central Park, Zion National Park, Griffith Park to get Sweatcoins. The worthiness Sweatcoin brings to marketers is its growing community of like-minded health-conscious consumers, said Allen Adamson, co-founder of Metaforce. Markets reach target products/services/offers to an evergrowing engaged community.

The partnership was marketed in-app for users and was a natural rather than pay for traffic effort. We’ve an extremely engaged and active audience, said Butcher, adding that the users often check the app to track their steps or contend with friends. All we need to do is put offering live within the app to possess it subjected to an incredible number of daily and weekly users that sign in. So there is absolutely no above-the-line advertising investment or indeed digital advertising investment required.

It really is unclear just how much Sweatcoin spends on advertising as Butcher wouldn’t normally share overall budget specifics and noted the organic method of the partnership. There is absolutely no ad spend data on Sweatcoin entirely on either Kantar or Pathmatics.

Health and fitness are essential to Gen Z and millennial OkCupid users so encouraging walking dates via the partnership is practical to industry analysts, including Ryan Detert, CEO of the A.I. social data and conversion platform.

Sweatcoin has understood a big part of their audience, and the health/fitness audience generally, may also be active within dating apps, agreed Dan Peden, strategy director at the performance marketing agency Journey Further echoed that sentiment. Insights like these seem obvious once they have already been discovered but addressing those insights is really a real skill that will require investment in customer research and understanding.

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