The internet has transformed the way people find love and as the first global matchmaking app for Muslims, muzmatch is well placed to talk about finding love in the digital age.
Following successful funding rounds in 2018 and with further outdoor advertising (You Had me at Halal and Halal Meet) shortly going live, muzmatch agreed to see if broadcast PR could increase awareness of muzmatch amongst influential media personalities and new customers, generate ad recall and ultimately increase the size of the muzmatch database.
As the most trusted source of news in the UK and since it’s not possible to buy media on the BBC network (which has a 52% share of all radio listening) a creative led editorial campaign (exploring attitudes towards and experience of finding love online, offering interviews with muzmatch founders Shahzad and Ryan), was adopted to make best use of available budget. In addition to targeting stations which broadcast across London, Birmingham and Manchester (the three locations where muzmatch was also running an outdoor ad campaign), those which index highest against other areas with an above average proportion of Muslim listeners were also prioritised. Bespoke advisory material - one Muslim oriented, the other more generalist, both featuring the results of research we undertook – supported our bespoke media targeting.
Whilst interviews with national and larger regional BBC stations ensured significant reach, opportunities secured with specialist and community stations broadcasting across London, Birmingham and Wolverhampton (on the outskirts of Birmingham) added the most benefits of supporting ad recall. Furthermore, with four London Boroughs and Birmingham making up half the top 10 local authorities in England and Wales with the highest proportion of Muslims (according to the ONS Census), this coverage would not only have driven ad recall but also ensured muzmatch was trending in the App Store (ahead of bumble, and behind only Bid Wars, Candy Crush, Colour by Numbers and Netflix) on the busiest weekend of the year for people looking for love online. This is the ultimate proof point of success for the campaign.