Case Study · Dating app · Queer South Asian
Intro — real content, licensed twice.
Intro, the dating app for LGBTQ+ South Asians, licensed real photos and video from Hemel and Sundeep’s own life — twice, four months apart — for sponsored and organic use.
Fast facts
- Industry
- Dating / Social
- Target market
- LGBTQ+ South Asian
- Deliverables
- 5 photos + 2 videos licensed, across two rounds four months apart
- Hero metric
- 342,164 impressions
What Intro licensed
The licensed content
What actually happened
Two rounds, four months apart
Round one
In January 2026, Intro's team found photos and video from Hemel and Sundeep's actual wedding — nothing produced for a brand, just their own life — and asked to license it. The deal covered two wedding photos and a reel cut from their wedding and engagement footage, for both organic and paid use. No brief, no shoot: Intro licensed content that already existed.
Round two
Four months later, without being asked, Intro reached out again — they'd seen a newer reel of the couple and wanted to license more content the same way. This round covered three photos and one video from a beach trip. No renewed pitch from Hemel's side; Intro came back on their own.
Results
The organic post ran on Intro's own Instagram, with Hemel and Sundeep tagged, and performed well enough that Intro said it landed above their average creator campaign benchmark. The sponsored creative, built from the same licensed content, drove real installs at meaningful scale.
Sponsored content
Organic content
Engagement came in above Intro’s average creator campaign benchmark, per Intro.
Testimonial
“Hemel and Sundeep have been an absolute joy to work with. Not only are they incredibly professional, warm, and collaborative, but they’ve also been genuine champions of our dating app from day one. Their content has consistently been among our best-performing campaigns, driving thousands of downloads while feeling authentic and aspirational. We highly recommend working with them.”
Intro