All-new dating app Better In Person debuted last week with a controversial new campaign that is set to disrupt the dating scene.
Developed in-house, "Report Every F**kboy You Know" is a self-explanatory call to action for each and every user to—you guessed it—report f**kboys, getting them off the dating apps for good.
The campaign made a grand entrance, spreading the message online, across the sky and the sea with billboards and seaplanes, as well as on the ground, employing real-life f**kboys in major cities across the U.S.
It highlights one of the app's core principles, where it invites users to report f**kboys, flakes, catfish, and other undesirable characters.
The app also boasts several unique features. On top of utilizing AI to plan dates, it requires each user to submit a short profile video to give prospective matches a real first impression.
"Better In Person isn't just another app — it's a movement to bring authenticity back to dating. Our 'report every f**kboy you know' campaign was created to draw the attention of daters and make them feel seen," Better In Person CFO (Chief of F**kboy Operations) Jenly Crespo told DesignRush.
"We hope we can accomplish this with the launch of our app and colossal call to action everywhere you look: from billboards, to seaplanes, and F**kboys on the streets," she concluded.
Additionally, the app keeps track of users' meet-up follow-through rates and publicly flags users who receive too many reports for bad behavior.
The campaign's seaplane ads can be spotted along the coastlines of New Jersey, New York, and Southern California until September 7.
Meanwhile, the campaign will run across major social media platforms, such as TikTok, Instagram, Facebook, YouTube, and Snapchat.
Considering ease of use is essential in the process of designing an app. It's usually the factor that separates a good app from a great one.
Focusing on user experience in designing a mobile app interface and making it intuitive can increase the number of people using the app. And for a new one like Better In Person, it's crucial to penetrate the market.
A Breath of Fresh Air
Since its launch last week, the app has hit #89 on the App Store Social Networking charts at the time of writing.
Garnering an average rating of 4.1, users praised its refreshing nature and smart premise, both of which contribute to creating a safer space.
This initial feedback supports a study conducted by Better In Person, which states that women found f**kboys to be the biggest issue that plagues dating apps today.
The CEO of full-service web design agency Digital Silk, Gabriel Shaoolian, weighed in on the campaign in a brief interview with DesignRush, highlighting Better In Person's bold brand voice that is unafraid to take a stance.
"Better In Person is speaking to a major pain point their audience has — finding someone who is willing to break up with the little hits of dopamine, gamification, and instant gratification that can come with swiping right and left on a dating app endlessly.
By coupling this pain point with a common colloquial phrase that's a little charged and very timely, Better In Person has created a very specific tone of voice that resonates on an intimate level with its demographic," he shared.
Shaoolian also points out that brands that resonate deeply with their target audience are more likely to provoke emotional decisions and responses, leading to increased conversions and business growth.
As competition in the dating app market continues to escalate, companies like Better In Person have stepped up their creative concepts and marketing to more accurately target the needs of their users, often leveraging innovative solutions by software development experts.
Last month, Tinder launched a romcom-inspired campaign based on real-life couples who met on the app, featuring Lana Condor and Evan Mock in reenactments.
Editing by Katherine 'Makkie' Maclang
