CAMPAIGN - According to Data.ai, dating app global downloads have increased 173% from 293M in the H1 2017 to 799M in the H1 2022. Global consumer spending on dating apps increased 320%, from $643M to $2.7B. "Dating apps give singles 'the paradox of choice' - when we have too many choices, we end up not making any," says Violet Lim, co-founder and CEO of Lunch Actually Group, the largest dating agency in Southeast Asia. Lunch Actually differentiates itself from others by focusing on handpicked matches and real dates rather than casual dating. Other apps, including Coffee Meets Bagel, are entirely dedicated to helping daters find serious relationships. Coffee Meets Bagel continually celebrates their #CMBcouples - couples who have met and formed serious relationships on the app - and this continues to drive word of mouth. Bumble has seen success with campaigns like 'It Starts With Hello' that ran in the Philippines and Singapore. The campaign was driven by the insight that some women might be overwhelmed by the idea of starting the conversation on Bumble, so the campaign encourages them to overcome their hesitation by making it as simple as typing 'hello'.