Within The League’s ‘Goaldigger’ Campaign

The League is a Match Group system that looks to connect high-acquiring singles. The creatives behind its latest ‘Goaldigger’ marketing campaign have shared new insights into how they are marketing to this formidable demographic.

A new column from Minimal Black Guide explores this advertising campaign, which was designed to get singles intrigued in forming a ‘power couple’ with a significant-achieving companion. Imaginative agency Humanaut was provided the undertaking of bringing the marketing campaign to existence. 

“The League has normally prided alone on staying a courting application for high-attaining persons. In this relaunch, we needed to dial that up to 11,” explained Bethany Maxfield, inventive director at Humanaut.

“We understood that borrowing the cringy, common equity of ‘gold digger’ and flipping it on its head would help ‘Goaldigger’ plant roots in people’s brains.”

The evaluation highlights that the campaign is exceptional in its message: that compatibility is about locating a person with compatible lifetime objectives, not just the right top or hair color. This concept matches properly with The League’s new element: GoalMate.

Humanaut performed a critical function in the origins and advancement of the GoalMate feature, Minimal Black Book studies. The innovative agency assisted craft the 100-in addition exclusive goals that people can choose to carry them a single phase closer to obtaining their formidable partner.

“With our very first countrywide brand campaign, we ended up fully commited to aim all the way!” claimed Amanda Bradford, CEO and founder of The League. 

“Breakup summer time is in excess of, and singles are prepared to start off connecting on factors that make any difference — aims, ambition, and drive. Our new marketing campaign encourages singles’ to embrace their massive purpose strength and use The League to locate ambitious, aim-getters like themselves”, Bradford continued.

The new ‘Be a Goaldigger’ campaign will see commercials put at a few New York subway stations, a substantial billboard in the Financial District, and placements across Los Angeles International Airport.

Shots courtesy of Tiny Black Book.