HER Social App
HER Toronto: Love Bite
Don’t just nibble, take a Bite
Event Planning • Engagement Strategy • Full-funnel Marketing Strategy
In 2019, I worked with the HER dating app to launch their flagship event in Toronto. This involved spearheading the research, proposal, design, execution and promotion of the full experience, from start to finish.
Love BITE brought to Toronto a night of lively, energetic queer celebration as we kicked up some heat to forget about the cold weather outside.
The Details
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Love BITE was hosted at the Glad Day Bookshop, the oldest LGBTQ+ bookstore in the world.
The event itself was broken down into 3 phases:
A Pre-performance mixer, with a mingling game that rewarded guests with prizes for stepping out of their comfort zone and meeting new people.
A drag performance to build up the energy featuring Zackey Lime and Alexandher Brandy: Two well-known Toronto performers, and producers of the local drag group House of Kings
The dance party, featuring two LGBTQ+ DJs: Melanie Sutherland and Sofia Fly.
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HER Toronto: Love BITE was primarily promoted through digital social channels and community partnerships. By leveraging the HER social brand, the event drove traffic from traditional HER channels and expanded beyond to additional LGBTQ+ community forums.
By leveraging the HER brand, we launched several giveaways and mutual promotional strategies - including partnerships with The Nookie and Glad Day Bookstore.
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The event successfully increased brand awareness for the HER social app, while also improving brand perceptions amongst the queer and trans communities.
As a starter event with guidelines to minimize up front costs, Love BITE successfully yielded a net profit of 65.69%.
