The insight: There’s only one thing women can’t do alone – zip up.Two weeks before Tu B’av, during July sales, we got into all the Mango stores in Tel Aviv and added a JDate tag to every dress with a back zipper.Women who shopped alone could pull the tags to zip up their dresses in the fitting room. Single or not, they all got one month of free subscription to JDate!The desired outcome was new subscribers, of course, but also exposing JDate to women who didn’t think of dating websites as an option – in Mango stores and also by getting buzz and press coverage.

• More than 300,000 women were exposed to the campaign in the stores.• 2,000 tags were taken from the stores.• During July, JDate’s traffic went up by 13%. Unique users grew by 14%. New subscribers rose by 15% - higher than any summer before!