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Badoo Appoints First Global Communications Agency Partner

Badoo has appointed London-based PR firm Grayling as its first strategic global communications agency.

Grayling will work with the dating app’s communications and marketing teams to create campaigns that support its brand mission of ‘Date Honestly’.

The new rebrand and accompanying marketing campaign was announced in July 2019, and has seen Badoo produce a variety of different content to encourage its users to be completely honest while using the app.

This content included a podcast hosted by Mel B, a YouTube series featuring reality TV stars, and a pop-up art gallery in Paris.

Tristan Pineiro, Head of Communications at Badoo, said to PR Week: “Grayling stood out for us as the agency which truly understood where we want to be and what we want to stand for as a brand.

“Over the past few weeks, as online connections have replaced face-to-face interactions, our mission is to help daters embrace honest dating even when they can’t be together in person.

“Having the right agency partner in place to ensure we adapt our communication strategy quickly has been critical and Grayling has the local insights coupled with creative firepower to help us create banging cross-functional campaigns.”

Since the world entered lockdown surrounding COVID-19, online dating sites have hit unprecedented levels of usership, with many sites taking the opportunity to upload and innovate new technologies, such as video chat and virtual dating. 

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