"Rucha and her company, La Rouge, have helped us fulfil the objective of making our social media account more female friendly. Her due diligence and careful planning is what stood out to us the most. We would definitely recommend her to other brands for social media planning and execution."

Alina Mustafina

Country Manager at happn

"Rucha and her company, La Rouge, have helped us fulfil the objective of making our social media account more female friendly. Her due diligence and careful planning is what stood out to us the most. We would definitely recommend her to other brands for social media planning and execution."

Alina Mustafina

Country Manager at happn

Happn is a global dating app. In India it was competing in a crowded market with a social presence built around product features, and it wanted the account to speak to women in particular. In the words of Happn's country manager, the objective was to make the account more female friendly.

What we found

Women in India tend to approach dating apps with more hesitation than enthusiasm. The concerns that mattered most were safety, loneliness in big cities, and wanting something genuine without the drama. A feed that led with features had very little to say about any of them.

What we did

We wrote the strategy that guided Happn India's social roadmap for 12 months, then helped carry it out:

• Three content pillars: safety, connection, and what dating in India actually looks like now

• Campaign concepts and creator collaborations built on those pillars

• Engagement principles for replying to comments and messages, moderating the community, and planning content

• A review of competitors' social activity, and a test of Threads as a new channel for the brand

What changed

The feed moved from product features to three pillars built around its audience, and the brand began to sound warmer and more consistent across its channels. Happn told us the objective was met and that they would recommend the work to other brands.