HER Social App - Case Study
Lesbian Visibility Week Campaign: Down With TERFs
April 2023
HER Social App
HER is the largest dating and community-building platform for LGBTQIA+ women and gender-non-conforming people in the world.
Since its 2015 release, the HER app has reached 15M+ monthly active users and facilitated 300M+ matches in 114 countries.
Project Background
HER launched a bold campaign leading up to Lesbian Visibility Day 2023 to combat transphobia by standing up to TERFs (Transgender-Exclusionary Radical Feminists), and create a more inclusive space for its transgender and non-binary users.
Driving Strategy
Our strategy centered on leveraging controversy to amplify our message of inclusivity, utilizing a multi-platform approach to maximize impact with limited resources.
The goal: Increase brand awareness and boost engagement by taking a strong stance against TERFs.
The challenge: Address transphobia within the lesbian community with a limited budget and time.
Overall Process
We implemented a rapid, multi-phase approach to build momentum and maximize our campaign's impact:
Conducted user survey to gather supporting data.
Planned week-long disruptive campaign on Instagram, Twitter and the HER blog.
Engaged in social media confrontations with TERFs.
Published op-ed and research study.
Launched targeted push notifications.
Craft & Execution
Our execution focused on creating provocative, data-driven content across multiple channels:
Created social media content across Instagram and Twitter.
CEO’s op-ed secured NBC coverage.
Developed high-impact push notifications.
Crafted survey questions and analyzed data to inform content.
Collaborated with design team on campaign visuals.
Impact & Scope
The campaign yielded significant results, surpassing engagement benchmarks and garnering widespread attention:
13-23% increase in app store traffic.
16% CTR on push notifications (highest for any marketing campaign to date).
Media coverage in national media outlets, such as NBC and PinkNews.
Temporary Twitter de-platforming, highlighting the campaign's disruptive nature.