Badoo CMO Dominic Gallello has given his thoughts on a range of topics in a new interview with ad:tech London.
The conversation opens with the marketer talking about his passion for online communication, and explaining how growing up “around the world” led to him forming strong relationships via the internet.
This leads into some of his favourite campaigns, including Badoo’s rebrand ‘Date Honestly’. One of the key activations related to the rebrand came around Pride, when Badoo sent educational messages to its community on the topic of LGBTQ allyship.
The interview then turns to male mental health, and Gallello makes the case that open and honest communication can help to relieve men of the expectations placed upon them by society.
He says this is a central issue for men, and that campaigns focused on the dynamics between men and women (such as Gillette’s controversial marketing around male bullying behaviour) can sometimes miss this aspect of mental health.
Data-driven insights, according to the CMO, help Badoo to refine its message and deliver it more effectively to an audience.
Such insights can also be a source of inspiration, however. According to Gallello, one of the most popular profile questions on Badoo, as measured by response rate, is “Has a stranger ever changed your life?”.
Looking forwards, he says Badoo will aim to “illuminate” its real users and find everyone meaningful connections.
Global Dating Insights interviewed Gallello in June to explore the thinking behind the Date Honestly rebrand.
Find the interview here.