the story
The internet has transformed the way people find love. As the first global matchmaking app for Muslims, muzmatch is placed to talk about finding love in the digital age.
the challenge
Following successful funding rounds in 2018 and with outdoor advertising shortly going live, muzmatch wanted to explore broadcast PR.
The main objective was to increase awareness of muzmatch. Similarly targeting influential media personalities and new customers, generate ad recall and above all increase the size of the muzmatch database.
(The advertising campaign included, ‘You had me at Halal’ and ‘Halal Meet’)
the answer
With the BBC being the most trusted source of news in the UK, we divised a creative led editorial campaign. We explored attitudes towards and experience of finding love online, offering interviews with muzmatch founders Shahzad and Ryan. We targeted stations which broadcast across London, Birmingham and Manchester, where muzmatch was also running an outdoor advertising campaign. In addition, areas which index highest against other areas with an above average proportion of Muslim listeners.
Bespoke advisory material – one Muslim oriented, the other more generalist, both featuring the results of research we undertook – supported our bespoke media targeting.
the successes
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.
At the Public Relations Communications Association (PRCA) Awards 2019, this campaign was awarded Best Broadcast PR Campaign.