MARKETING
DUET
End-to-end strategy campaign for university growth.
ROLE
Marketing Strategist
TEAM
14 Marketing Strategists
TIMELINE
Sep 2024 - Apr 2025
SKILLS
Marketing
Brand Design
Film Production
THE CONTEXT
Duet x Trojan Marketing Group
Launched in 2022, Duet is a popular dating app in Asia expanding into the U.S. The Duet team partnered with Trojan Marketing Group (TMG), a student-run agency at USC, to boost brand awareness and drive downloads on campus.
Identifying a gap in the market for deeper, more authentic connections, my TMG team developed a strategy campaign that challenged the superficial nature of existing dating apps.
Our campaign consisted of a polished research-driven deck, an interactive pop-up event at USC, and short-form / long-form promotional content for Duet's social media channels.
SHORT ON TIME?
JUMP TO CAMPAIGN ASSETS
My awesome teammates!
THE PROBLEM
Breaking into a saturated market.
Breaking into the U.S. dating market meant competing in an already saturated space, where most apps rely on surface-level interactions. Duet needed to stand out in a way that felt more intentional to a Gen Z audience.
THE RESEARCH
Gen Z is craving something deeper.
Gen Z is moving away from swipe culture and toward more meaningful relationships. They want honesty, depth, and partners who align with their values. NOT just another match.
Translating insight into brand.
Gen Z is moving away from swipe culture and toward more meaningful relationships. They want honesty, depth, and partners who align with their values. NOT just another match.
THE SOLUTION
Bringing the strategy to life.
From insight to execution, we built a focused strategy that defined who we were speaking to and how Duet would stand out.
Our campaign assets consisted of an interactive pop-up event at USC, a TMG x Duet party, and short-form promotional content. We mapped out a budget breakdown and timeline accordingly.
THE ASSETS
Campaign Content Series
We created a series of seven ads for social, following two characters navigating a string of bad dates until they meet each other through Duet and actually find something real!
EPISODE ONE
EPISODE TWO
EPISODE THREE
EPISODE FOUR
EPISODE FIVE
EPISODE SIX
EPISODE SEVEN
On-Campus Activation
We turned Duet into an offline experience. A Valentine's Day pop-up event at USC complete with branded merch, interactive elements, and a live matchmaking game where we put Duet to the test right there on campus!
THE RESULTS
Our Campaign's Impact
Seven months of strategy and production, activated in a matter of weeks. By the end of the campaign, Duet's Instagram grew from 1,650 to 24.2k followers and their TikTok from 214 to 1,885!
