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SUB CATEGORY :
COLLABORATION & PARTNERSHIP
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COMPANY ENTERING :
DENTSU CREATIVE VIETNAM /
DENTSU REDDER, HO CHI MINH CITY
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TITLE :
SOLEMATES
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BRAND :
BITISHUNTER
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ADVERTISER :
BITI'S
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AGENCY :
DENTSU CREATIVE VIETNAM /
DENTSU REDDER, HO CHI MINH CITY
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EXECUTIVE CREATIVE DIRECTOR :
LIVIO GROSSI
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CREATIVE DIRECTOR :
RAPHAËL ALMAZAN
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COPYWRITER :
NGUYỄN TRUNG KIÊN/CAO ANH TUẤN
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DESIGNER :
ĐẶNG CHƯƠNG QUỐC BẢO/ĐINH MINH TÂN
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AI ARTIST :
CHRIS CATCHPOLE
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CAMPAIGN SUMMARY :
The SoleMates campaign was designed to build the brand through a comprehensive approach that focused on experience design, activation, immersive experiences, retail, and 360° consumer engagement. By optimizing every touchpoint of the consumer journey, the campaign aimed to increase brand affinity and drive commercial success.
The creative idea of transforming shoe designs into human profiles and integrating them into the Tinder app provided a unique and engaging experience for users. Extensive research and data gathering provided valuable insights into the target audience's dating challenges, aspirations, and fashion preferences. These insights guided the campaign's strategy, ensuring it resonated with the audience on a meaningful level.
The execution of the campaign was meticulous, with a seamless integration of Generative AI technology within the Tinder app. This integration merged fashion and dating, creating an immersive experience for users. The shoe profiles were carefully crafted to reflect users' preferences, enhancing personalization and connection.
The campaign went beyond the digital realm, incorporating experiential activations and retail presence. Offline events and pop-up stores provided tangible and interactive experiences, allowing consumers to physically engage with the brand. These activations further strengthened brand affinity and created memorable moments.
A 360° consumer engagement strategy ensured the campaign's presence across multiple channels. Social media platforms played a vital role in generating organic buzz and user-generated content. Influencers were engaged to share their experiences and opinions, amplifying the campaign's reach and impact.
This optimized consumer journey and immersive experiences led to increased brand affinity and commercial success. The campaign's innovative approach, data-driven targeting, and personalized experiences fostered deep connections with the target audience. The integration of online and offline touchpoints created a cohesive brand experience, reinforcing brand values and driving consumer loyalty.
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CREATIVITY/IDEA/INSIGHT :
The creative idea behind the SoleMates campaign was to transform Bitis Hunter's footwear into more than just shoes, but into statements that screamed individuals' character and personality.
By partnering with Tinder, the campaign aimed to revolutionize the dating experience by shifting the focus from superficial appearances to personal traits and compatibility.
This innovative approach allowed users to swipe right based on compatibility, emphasizing the importance of personal traits and shared interests.
The campaign challenged the traditional dating norms by encouraging users to connect on a deeper level, breaking free from in-person awkwardness and superficial judgments.
The creative idea of "swipe for personality, not just looks" aimed to resonate with young Vietnamese individuals seeking authentic connections and a more meaningful dating experience.
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STRATEGY :
Target audience:
The campaign primarily targeted young Vietnamese individuals who were actively engaged in the dating scene. The aim was to connect with those who found dating challenging due to factors such as in-person awkwardness, lack of authenticity in online interactions, and the overwhelming number of options available. The campaign sought to resonate with individuals seeking deeper connections and a more meaningful dating experience.
Approach:
The strategy focused on leveraging the power of collaboration between Bitis Hunter and Tinder to create a unique and engaging campaign. The approach involved transforming iconic shoe designs into human profiles using Generative AI, showcasing diverse traits that aligned with different lifestyles and personalities.
By combining fashion, technology, and a focus on personality-based matching, the strategy aimed to disrupt conventional dating norms, foster genuine connections, and provide a new level of dating experience for the target audience.
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EXECUTION :
The SoleMates campaign was implemented through a strategic partnership between Bitis Hunter and Tinder. Bitis Hunter utilized Generative AI to transform six of their iconic shoe designs into human profiles that showcased unique traits. These profiles were integrated into the Tinder app, allowing users to swipe right based on compatibility rather than solely on looks.
The implementation process involved collaborating with Tinder to develop the necessary technology and algorithms to generate the human shoe profiles. Once the profiles were created, they were integrated into the Tinder app, and the campaign was launched, allowing users to start swiping and matching. The blind dates at Bitis Hunter stores were organized and scheduled after successful matches were made.
The campaign was primarily executed through the Tinder app, leveraging its extensive user base and reach among young Vietnamese individuals.
Offline elements were implemented at BitisHunter stores, where blind dates were arranged for matched users.
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RESULT :
The SoleMates campaign delivered impressive results for Bitis Hunter.
The SoleMates campaign delivered impressive results for Bitis Hunter.
It generated a 35% uplift in sales, with only $75,000 investment it to generate more than $5,000,000 in sales, indicating a strong business impact and successful conversion of engagement into purchases.
The campaign received over 1.5 million total engagements, demonstrating a high response rate and significant interest from the target audience.
With over 22 million total impressions, the campaign achieved widespread exposure and generated buzz on social media platforms.
It successfully changed behavior by shifting the focus from superficial appearances to compatibility based on personality traits, fostering deeper connections among participants.
The campaign also achieved notable consumer awareness, reaching over 16 million people and 1 million Tinder users.
Overall, SoleMates positioned Bitis Hunter as a brand that understands the challenges of modern dating and resonated with young Vietnamese individuals seeking more meaningful connections.
The campaign received over 1.5 million total engagements, demonstrating a high response rate and significant interest from the target audience.
With over 22 million total impressions, the campaign achieved widespread exposure and generated buzz on social media platforms.
It successfully changed behavior by shifting the focus from superficial appearances to compatibility based on personality traits, fostering deeper connections among participants.
The campaign also achieved notable consumer awareness, reaching over 16 million people and 1 million Tinder users.
Overall, SoleMates positioned Bitis Hunter as a brand that understands the challenges of modern dating and resonated with young Vietnamese individuals seeking more meaningful connections.
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URL 1 :
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URL 4 :
https://www.facebook.com/photo.php?fbid=284426450959815&set=pb.100081773874621.-2207520000&type=3
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