Ahrefs Podcast This is how viral marketing really works | Delbert Ty (Coffee Meets Bagel)
Jan 21, 2025
Delbert Ty, CMO at Coffee Meets Bagel, has a rich background in viral marketing from his time at Procter & Gamble and Circles.Life. He reveals the secrets behind successful campaigns, stressing the importance of storytelling and audience understanding. Delbert discusses unconventional tactics that often challenge traditional ideas, like his hilarious billboard stunt and an innovative $3 data plan from a vending machine. He emphasizes the need for courage in marketing, balancing wild creativity with strategic objectives, and even highlights when ‘bad’ ideas can lead to success.
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Vandalism Campaign
- Delbert Ty's Circles.Life vandalism campaign involved vandalizing their own ads and blaming a competitor.
- This surprising stunt in pristine Singapore generated significant media attention and boosted brand awareness.
GoFundMe Campaign
- Circles.Life attempted a GoFundMe campaign to free users from telco contracts, but it failed.
- Despite the intriguing concept of Circles.Life footing the bill, it didn't resonate with the audience.
Sending Users Away
- Coffee Meets Bagel encouraged users seeking casual relationships to try other apps.
- This bold move, advertised on a NASDAQ billboard, reinforced their focus on serious relationships.
