Tantan reached over 2.5 million people this Valentine’s Day through an influencer marketing campaign that aimed to increase the number of female users.
Communication firm Topline Consulting Group designed and organised the campaign, called #VDayonTantan, which used both male and female influencers to encourage women to sign up.
Riddhi Sachdeva from Topline Consulting Group, said to the Financial Express: “The whole campaign was centred on getting more women users to download the app.
“While male influencers lured their female followers into finding them on Tantan, the women influencers encouraged other women to shed their apprehensions and find their ideal match.”
Overall, 45 influencers on Instagram and TikTok posted about the campaign, including reality show star Nitibha Kaul, and journalist and actor Ankush Bahuguna.
Bahuguna added to the Financial Express: “In a time where we’re literally living in the online world, dating apps are starting to make so much sense. You can actually find people with similar interests, have conversations with them about literally anything and see where it takes you!”
Tantan has concentrated on appealing to Indian millennials as changing age structure and increasing internet access have made the country a profitable online dating market.
Tantan is now the fifth most popular dating app in India, and in May 2019, the company announced it was doubling the number of Indian users every three months.
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