Advertising campaign / US
Welcome to Taimi.
The Home of Diversity.
Snapchat / Facebook / Instagram / YouTube / Twitter / Amazon / Hulu
Taimi — the world’s largest LGBTQ+ platform that works a dating app, social network, and a streaming platform.
The task
We were tasked to create an advertising campaign for the LGBTQ+ platform Taimi. We needed to show that Taimi is not just a dating app. It’s the biggest LGBTQ+ social network and a live streaming platform as well. We wanted to highlight all the benefits of the app along with the uniqueness and diversity of the LGBTQ+ community.
How we did it
We conducted a survey among the app’s users and talked to the members of the community, which helped us define the key associations and feelings for our future communication strategy. We tested different directions to incorporate the brand’s biggest mission — creating meaningful connections between people. We asked the users three questions to find out what emotions the app evokes in them, and received 3578 answers. Then we also conducted a poll about the features they used the most, what was missing, what they hated, and what they loved. That helped us get another 1548 detailed answers.
What do most people think about dating apps?
Swipe. Like. Match. Swipe. Like. Match. That’s pretty much it. Taimi is a social network for dating and socializing, and it’s much bigger and broader than the good old “swipe-and-match”. It’s a much-needed “deep” app that ensures the long-term satisfaction of the members of the community. Some people still haven’t realized how big its potential is. Some people don’t know there’s a whole new world inside the app. The brand video introduces our Home of Diversity — a safe and welcoming environment for people of all sexual orientations and gender identities. We are showcasing the uniqueness and diversity of the LGBTQ+ community.
In a series of brandformance videos, we continue the introduction and literally show how deep the rabbit hole is. As we already mentioned, the key metaphor is home — a safe, cozy, bright, and warm place full of your closest people. That’s why every video starts with an opening door. The doors are always different since they lead you to different rooms on Taimi and take you to a deeper level of communication, fun, and stories. Every room demonstrates unique qualities and values of the Taimi community.
What kind of place is this? What kind of people are there? What are its features? Why is it worth diving into? What makes this place so cool?
How we filmed
We developed a special identity for the campaign. Its biggest goal was to connect hundreds of performances, brandformances, and brand videos for different channels such as Snapchat, Instagram, Facebook, YouTube, Hulu, Amazon, and TV. It also had to make a connection to the LGBTQ+ community without adding any more words.
dating, digest, stories, streams, chats, safety, and the most important ingredient that unites them all — love, of course.
In the videos, we are showing the members of our community and the app’s main features such as
The actors in the campaign are real members of the LGBTQ+ community, including — for the very first time in Ukraine — drag artists.
The actors in the campaign are real members of the LGBTQ+ community, including — for the very first time in Ukraine — drag artists.
For the soundtrack of the campaign, we choose Ukrainian musicians KAZAKY who were ahead of their time with their song Love. It worked perfectly for the campaign since it says that we do not care what you are because we accept you for who you are.
Communication and brand strategy /
Ukraine, 2021
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