AD EXCHANGER - As an early online dating brand, the Match Group-owned company, founded in 2003 in Vancouver, Canada, has had to stay on its toes to remain relevant. Over the years, Plenty of Fish has evolved from a website only to iOS and Android apps and other channels like in-app video calls, voice memos and live streaming. Plenty of Fish underwent a significant rebrand to target users aged 25-35. They launched new features like an in-app game and emphasized its stand against face filters. To bolster its new image, they diversified their ad spend across online platforms, CTV, and offline channels in New York and Texas. This rebranding doubled their platform engagement, increased app installs, and reduced registration costs, emphasizing genuine connections over superficial interactions.
by Hana Yoo
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