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Case Study Feeld: PR for Rebranding

Pictures of Feeld Coverage


Feeld, a dating app with over 2 million users worldwide, has been pigeonholed as “the threesome app”, a memorable but limiting tagline. At its core, founder Dimo Trifonov, sees Feeld as a disruptive force in the dating app space for deeper, less sensational reasons. Feeld aims to create a community for open-minded, sexually curious individuals, both in-app and in person.

How Upbeat Made a Difference

Feeld is interesting to begin with, but ever since it came out as the “threesome app,” media attention has largely stay fixated on threesomes. After a re-branding, Feeld set out to create features that tell a more complete story about its mission. First, it was a “secret wallpaper” feature, which Upbeat helped launch and secure coverage in publications like The Memo. Next, Feeld premiered a dating bot for Slack, and again asked Upbeat to help with the media pitching. This time, Feeld went absolutely viral, with appearances in The Atlantic, Mashable, Engadget, Jezebel, and The Washington Post, among others. As a small team, Feeld dedicated its resources to creating meaningful features that tell the story of its community, and chose Upbeat as an on-demand PR partner.

We are super happy to have found Upbeat and to be working with you, it's an effortless process and delivers amazing results. It's very straightforward and affordable without affecting the outcomes, which is uncommon (if not impossible) in the industry.

Ana Kirova
Ana Kirova Inspiration & Communication at @feeldCo

Sample Coverage

These are just some of the coverage we got for Feeld.

Starts at $2,000/mo

Upbeat will be your PR partner for a fraction of the cost of traditional PR firms. Through our software and expertise, we will help you develop a media strategy, launch outreach campaigns, build journalist relationships, and procure media coverage. Includes:

  • Detailed PR plan
  • Dedicated PR pro available by email or phone without billing by time
  • PR strategy and story brainstorm session
  • Custom PR plan and outreach campaigns
  • PR software to manage the entire PR effort, track journalist relationships, build a - press page and stay up-to-date on media opportunities
  • Hosted, automatically updating press page
  • Media opportunities and mentions monitoring
  • $6,000 for 3 campaigns and 3 months of service

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