Dating app MeetMindful and psychic network Keen.com are leveraging the growing popularity of practices like visiting psychics and following astrology to introduce a campaign tied to romantic relationships and online dating.
The "Twin Flames" Day campaign launches Nov. 1 to count down to what both companies feel is the most significant date on the numerology calendar, Nov. 11, both in terms of romance and spirituality.
The social media-driven partnership includes content, contests and prizes to drive online engagement.
Content published on both Keen.com and MeetMindful.com will feature topics such as “Soulmates vs. Twin Flames," "Finding Your Twin Flame in a World of Online Dating," and ‘Signs You’re in a Twin Flame Relationship.’
The matchmaker in this partnership was Number Twelve Marketing, which was responsible for providing the creative concept. Black+Gold is handling all of the social media activation and creative.
Keen.com and Number Twelve Marketing initially collaborated to develop the overall strategy. Due to the relationships focus of the campaign, a dating app provided a strong added component and “MeetMindful was immediately at the top of our list,” says Pilaar Terry, co-founder, Number Twelve Marketing.