Alpaca Communications

Toffee Dating

Using creative PR to launch the world’s most exclusive dating app

 
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Client: toffee.dating

We launched the UK’s most exclusive dating app: Toffee getting the UK’s media all hot and sticky, making sure people around the world were talking about Toffee Dating, the dating app for people that went to private school. 

Okay so Toffee knew that a private school dating app was going to be a bit controversial. But that’s no bad thing when you’re trying to get someone’s attention. We made sure that they were just controversial enough to get people talking, but cool enough to be an app that people would use.

Results

The world’s media wrote about it, and thousands of people downloaded the founder member app. The New York Post, Grazia, GQ, The Times, The Sunday Times Magazine, The Sun, The Daily Mail, The Mirror, The Evening Standard, The Telegraph, The Financial Times, Loose Women, The Wright Stuff, Loraine Kelly, Radio One all covered the story.

“They nailed it. They still are. The mix of coverage has been mega from glossy editorial to tabloid. Even more than we expected and we expected a lot."

Lydia Davis | Co-Founder, Toffee Dating