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To highlight the insights shared at our recent conference in London, Global Dating Insights is proud to share a roundup of some of the event’s presentations.
In this article, we summarise the presentation of Karima Ben Abdelmalek, President and CEO of happn.
Kicking off the GDI conference in London, Karima Ben Abdelmalek, President and CEO of happn, explained why one of the most well-known and well-used dating apps had chosen to undergo a major brand refresh.
happn has been in the market since 2014 and Abdelmalek explained that its millions of users are very different today to the ones it first started with. Refreshing their brand gave them a chance to reinforce their brand story and values within happn and bring a new generation of users on board.
happn’s new brand focuses on ‘finding your crush’ in the places you like to go – reinforcing the unique location-based aspect of Happn’s app and its core value of fostering trusted relationships.
“When one of your friends introduces you to their new partner, your first question to them is often ‘where did you two meet’ and that’s the question that underpins our app,” she explained.
“happn is about finding people who like the same experiences and places that you like,” she said. “The likelihood is ‘your paths have already crossed’ and so our new brand looks to reflect those paths and show how we help you intersect like-minded people and find your crush.”
Abdelmalek explained that happn was not just about me and you, it was also about the location and a series of slick videos and a refresh of the app itself were all helping to deliver that message. When it comes to finding your perfect match, happn is looking to make it happen.
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