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

Sweatcoin, an app that rewards every day steps with an in-app forex, partnered with OKCupid this summer time to supply free, three-month premium memberships for individuals who use the courting app.

“The best way during which individuals date and interact, a lot of that now occurs on-line,” mentioned Jessica Butcher, CMO of Sweatcoin, including that the group was curious whether or not courting might be a means for its viewers to make use of its app. “[OKCupid] needed to check whether or not the audiences had been a great match.”

Based in 2017, Sweatcoin targets energetic individuals who benefit from the outdoor, notably millennials and Gen Z. By rewarding individuals for taking steps with its forex, Sweatcoin goals to make individuals extra energetic. As soon as earned, the forex might be redeemed through Sweatcoin’s market, which incorporates utilizing it to purchase objects within the market or donate to charity. Sweatcoin presently has over 100 million customers per Butcher.

Working with OKCupid is a part of an general partnership technique to achieve new audiences and enhance model consciousness. Sweatcoin has already labored with numerous manufacturers corresponding to Headspace, Audible, Tidal and desires to proceed bringing new manufacturers to its roster. The phrases of its settlement with OKCupid weren’t made accessible.

“Our enterprise mannequin from day one has been to pick and work with numerous manufacturers throughout the globe who we predict might be interesting to our customers, who’re clearly pretty younger, tech-savvy, focused on their well being or enhancing their well being and focused on gives and offers,” mentioned Butcher.

After the OKCupid partnership launched this previous June, all premium membership gives had been claimed inside a few hours and over two-thirds of them had been redeemed inside every week of its launch. Nevertheless, Butcher declined to touch upon how a lot gives had been claimed.These OkCupid customers who redeemed Sweatcoin’s premium providing are in a position to stroll round parks like Central Park, Zion Nationwide Park, Griffith Park to obtain Sweatcoins. “The worth Sweatcoin brings to entrepreneurs is its rising ” group” of like-minded health-conscious shoppers,” mentioned Allen Adamson, co-founder of Metaforce. “Markets get to focus on merchandise/companies/gives to a rising engaged group.”

The partnership was marketed in-app for customers and was an natural relatively than paid promoting effort. “We’ve got a really engaged and energetic viewers,” mentioned Butcher, including that the customers usually verify the app to trace their steps or compete with buddies. “All we now have to do is put that provide stay throughout the app to have it uncovered to thousands and thousands of every day and weekly customers that verify in. So there isn’t a above-the-line promoting funding or certainly digital promoting funding required.”

It’s unclear how a lot Sweatcoin spends on promoting as Butcher wouldn’t share general price range specifics and famous the natural method to the partnership. There is no such thing as a advert spend knowledge accessible on Sweatcoin discovered on both Kantar or Pathmatics.

Health and wellness are essential to Gen Z and millennial OkCupid customers so encouraging strolling dates through the partnership is smart to business analysts, together with Ryan Detert, CEO of the A.I. social knowledge and conversion platform.

“Sweatcoin has understood {that a} massive portion of their viewers, and the well being/health viewers on the whole, are additionally energetic inside courting apps,” agreed Dan Peden, technique director on the efficiency advertising and marketing company Journey Additional echoed that sentiment. “Insights like these appear apparent after they’ve been found however attending to these insights is an actual ability that requires funding in buyer analysis and understanding.”


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

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