REFORMATION
BACKGROUND / CONTEXT:
Dating apps have become a necessary tool to meet a potential relationship, and its use has incremented over the pandemic. For Christians, however, the use of common apps can be uncomfortable because of their values and religion. They do not seek for “hook-ups”, but rather meaningful and lasting relationships. Upward is dedicated to Christians, but few people know about it and there is no interaction with their target.
STRATEGY
THE CHALLENGE:
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Establish a reliable Reformation Consumer Journey.
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Be present in every step of the process
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Work on a relevant Social Media presence and experience.
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Increase Reformation summer dress sales.
THE OPPORTUNITY:
After Covid-19, many dating apps offered opportunities for young people to meet without endangering their health. However, most dating apps focus in sexual encounters rather than serious partnership. Upward not only wants to offer dating possibilities, but also becoming part of the Christian community and finding true support.
TARGET AUDIENCE:
Females
Age 24
Miami
Student
Multicultural
INSIGHT
I feel Reformation encompasses sustainability and inclusivity without having to compromise its signature style.
STRATEGY
More than a swipe.
CREATIVE IDEA
ONE DRESS FOR ALL