One billboard. One city. Then conversations well beyond that street. I was proud of what our dua team and Karrota had dared to put out into the world.
At the time, I shared the coverage, interviews, podcast and social discussions I saw around the campaign. That attention was exciting. Understanding what it meant for the business required a separate question.
The campaign touched on people’s preferences in choosing whom to date. That subject gave the discussion a clear connection to the product. The useful question for another founder is not simply how to attract a reaction. It is whether the conversation has something meaningful to do with the problem your company exists to address.
Attention can take a message beyond the place where it first appears. It can also strip away context. A campaign needs a clear destination where someone can understand the product after seeing a photograph or hearing someone else’s version of the story.
Reach, discussion and product use answer different questions. How many people saw a post? What did they understand? Did they choose to try the product, and did it meet their expectations? A large number attached to the first question cannot answer the others.
The source post is a moment of pride in the team and our partner. The practical lesson I take from it is to connect the creative idea, the public conversation and the experience that follows. The billboard gets someone’s attention. The product still has to earn their interest.
The question of choice deserves its own space: dating preferences without putting other people down.