DAYRE
Creating and launching an empowering yet safe space for women on social.
A little about the brand:
Dayre, a microblogging platform established in 2013 organically evolved into an avenue with predominantly female users. The platform was perceived to be a safe space where they could share their genuine feelings and experiences. This was in stark contrast to the pressure they felt to present more curated versions of themselves on outlets like Facebook and Instagram.
For their relaunch, Dayre reached out to us to redesign the app experience and encapsulate the brand promise in a launch campaign. We led the work using the platform of Real Girl Talk to encompass both the serious and light-hearted content one would find in the community – more importantly, it highlighted the power of having a supportive network of women to lend a listening ear for the big and small moments in life.
This brand promise was launched with a manifesto that pointedly highlighted both the strengths and vulnerabilities of various women. At the launch event, we used installations to let women get a taste of what the community offers through installations that ranged from intimate to interactive.
Some challenges in getting this out:
Building up the core purpose of a social media platform was an eye-opening experience for me because it was no longer just about how a brand looked and sounded – it went right down to the minutiae of interaction such as how one can comment on posts on the app.
Executionally, getting the right mix of talent for the script was probably one of the most challenging aspects of this campaign. We had to balance interesting personas while making sure it was still relatable to the general audience.
Why this mattered to me:
The purpose of the platform is something I truly believe in and it meant a great deal to chart the course of a product that would change the conversation around identity and perception of women on social.
Where this was seen:
On-ground, cinema, social, pre-rolls, targeted ads.
