Following a competitive pitch process, ideas-led agency, Frank PR, has been appointed by leading dating app, happn. The appointment of an award-winning PR partner comes as happn aims to expand its presence in the local Australian market.
The happn concept was imagined by Didier Rappaport, Antony Cohen and Fabien Cohen and was first launched in February 2014 in Paris. From the very first day, the company’s ambition has been to become a global player in the dating space and they subsequently released the app onto the Australian dating scene in January 2015.
To date, the company’s growth in the local market has been entirely organic and thanks to word of mouth, with the app having now attracted over 400,000 active Australian users.
“Based on the great initial uptake of happn in Australia, we’re really excited by the growth potential in this market. The app has performed remarkably well, thanks to the strength of the platform’s unique proposition,” Claire Certain – head of global communications at happn.
“Now as we look to build on this success and take it to the next level, we wanted to engage with a savvy and creative PR partner who can help us capitalize on our performance to date and increase our market share accordingly. We were particularly impressed by the team’s creative approach to communicating our distinctive point of difference that sets us apart from the crowd.
“happn started from the premise that we encounter dozens of people every day in real life, especially in large cities, without actually meeting or getting to know them. happn simply provides the answer to a universal desire: How can we find that handsome stranger again, the one we didn’t dare approach? The app gives users a second chance, the chance to discover, to find a person that caught your eye, and to avoid missed connections.”
Frank PR managing director, Polly Atherton, commented, “happn is already a major player on the Australian dating scene, so we were really attracted by the prospect of working with them and delivering creative executions which will increase their existing brand awareness locally.
“As part of their expansion in the Australian market, there are some exciting innovations and functionality updates on the horizon that will serve to further cement their strong point of difference and no doubt will also be fun to communicate!”
The app reaches 20 million users across the globe and is the very first 100 per cent mobile dating experience to offer a platform to help its users to interact with those that already share a part of their world.