This dua.com billboard campaign began in one city and prompted a wider conversation.
One billboard in one city can be the starting point of a much wider conversation. In this archived TikTok photo post, I celebrate a dua.com campaign with our partner Karrota and thank the team for having the courage to try something distinctive.
The caption reports coverage, interviews, a podcast and discussion across several social platforms. Those are my campaign observations at the time. They are not an independently audited performance report, and the post does not establish that every later signup came from the billboard.
Connect a dua.com billboard campaign to the product
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.
Separate the kinds of results
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.