CLIENT
OUR ROLE
Digital Media
DATE
March, 2024
About the Campaign
Objective
The goal was to launch The Pawfect Date as a pioneering platform in the Indian pet care space by introducing the concept of pet dating in a relatable, curiosity-driven way. The campaign focused on generating buzz, driving organic app installs, and establishing Pawfect as a fresh, conversation-starting brand for modern pet parents.
Challenge
The Pawfect Date faced the challenge of introducing an entirely new concept — India’s first pet dating app — in a market unfamiliar with the idea. With low awareness and no precedents, educating users while maintaining intrigue was critical. The biggest hurdle was converting early curiosity into real installs without losing the brand’s bold, minimalist identity.
Approach
A two-phase marketing strategy was implemented—first to build awareness, then to drive conversions. The focus during the initial phase was to generate interest through minimal, emotion-led content that introduced Pawfect as India’s first pet dating app.
As engagement increased, efforts shifted toward retargeting interested users with install-focused ads. Creatives were continuously optimized to improve performance and maintain cost-efficiency.
Key Actions
• Developed a two-phase strategy: awareness followed by conversion
• Introduced the app with bold, curiosity-driven messaging
• Focused on authentic storytelling and light educational content
• Tracked audience interaction to build high-intent retargeting lists
• Ran Google UAC and Instagram ads tailored to user behavior
• Applied ongoing creative and bid optimization for better results
Results
The campaign successfully positioned Pawfect as a breakthrough product in the pet-tech space, achieving measurable traction across all key performance indicators. Strategic awareness building combined with smart remarketing delivered both scale and efficiency.
This CPI was ₹58 lower than the market average, highlighting strong performance despite the lack of a predefined playbook.
Key Success Factors
• Built trust through authentic pet-owner narratives
• Focused on targeted remarketing to high-intent users
• Adopted an educational awareness approach to reduce confusion
• Achieved consistency through data-driven optimization