PR Case Study: How Saltine Communications Helped We Are The Socials Put Real-World Connections Back in the Spotlight

saltinecomm
14 hours ago
7 min read

In an increasingly digital world, dating apps and social platforms have transformed the way people meet, communicate and build relationships. However, as digital interactions become more common, many people are also searching for more authentic ways to connect face-to-face.

We Are The Socials (WATS) partnered with Saltine Communications to raise awareness of its unique approach to social and dating experiences while positioning the brand within the wider conversation around modern relationships, social connection and the desire to move beyond “swiping culture”.

Through strategic media relations, founder storytelling, experiential PR and targeted pitching across lifestyle, mainstream and broadcast media, Saltine Communications helped WATS generate meaningful media visibility while highlighting its mission to create more natural and engaging opportunities for people to connect offline.

Campaign Summary

We Are The Socials partnered with Saltine Communications to increase brand awareness and generate media interest around its social and dating experiences in Singapore. Rather than positioning WATS simply as an event organiser, Saltine Communications developed broader editorial angles around modern dating, offline connections, social anxiety and the growing desire for meaningful face-to-face interaction.

The campaign also highlighted the entrepreneurial journey of founder Rano Randhawa and the story behind the creation of WATS and its dating-focused sub-brand, Swypeless. By combining founder storytelling with experiential and lifestyle angles, Saltine Communications positioned WATS as part of a wider shift towards more authentic and human ways of meeting people.

Client Background

We Are The Socials (WATS) is a Singapore-based social events platform founded by Rano Randhawa with the goal of helping people form genuine connections through face-to-face experiences. The platform organises a variety of social gatherings designed to help people meet new friends, expand their social circles and interact in a more natural environment.

The idea behind WATS began in 2022 when Randhawa organised a free costume party to help a friend promote a bar. What was initially expected to be a small gathering unexpectedly attracted a full crowd through word of mouth. Randhawa noticed that strangers who had never met before were able to form friendships within just a few hours, without constantly being distracted by their phones.

That experience inspired Randhawa to create WATS and eventually launch Swypeless, a sub-brand focused specifically on dating experiences. The platform aims to help people step away from digital-first interactions and create connections through relaxed, guided and engaging offline activities.

Since its launch, WATS has organised approximately 65 events covering social gatherings, coffee parties, costume parties, nightlife experiences, tarot sessions and AI matchmaking formats, demonstrating the brand’s focus on creating different and unconventional ways for people to connect.

The Challenge

While WATS had a distinctive concept and a highly relevant story, the challenge was turning the idea of social and dating events into a compelling media narrative.

Dating events can easily be perceived as promotional activities rather than stories with broader editorial value. WATS therefore needed to communicate why its approach was different and why the growing demand for offline interaction was relevant to Singaporeans navigating modern dating and social relationships.

The brand also needed to establish credibility beyond its own events and social media channels. Saltine Communications recognised that the campaign needed to connect WATS to larger conversations around dating apps, social anxiety, loneliness and the desire for more meaningful human interaction.

Our PR Strategy

As WATS’ Singapore PR Agency, Saltine Communications developed a strategic PR campaign centred around founder storytelling, experiential media opportunities and broader lifestyle trends.

Rather than simply promoting upcoming events, Saltine Communications positioned WATS as a response to the growing desire for more authentic face-to-face interactions. This allowed journalists to explore the changing way people meet and form relationships while naturally introducing WATS’ approach to offline socialising and dating.

Founder storytelling was another important component of the campaign. Randhawa’s personal experience of seeing strangers connect at her first costume party provided an authentic origin story that explained why WATS was created. The story also gave journalists a human perspective on the business and its mission.

Saltine Communications also developed different media angles for different publications. Lifestyle media could focus on the experience of attending dating events, while mainstream and Chinese-language media could explore entrepreneurship, social trends and the changing relationship between technology and human connection.

By creating multiple editorial entry points, Saltine Communications enabled WATS to reach different audiences without relying on a single promotional message.

Media Coverage Secured

Saltine Communications secured media coverage across Her World, Lianhe Zaobao, ELLE and CNA938, giving WATS visibility across lifestyle, mainstream and broadcast platforms.

Her World explored the question of whether introverts can thrive at dating events through a first-hand experience. Journalist Annabelle Jeffrey attended two dating events and shared her observations, allowing WATS to be presented through an authentic experiential lens rather than simply as an event brand. The feature provided readers with insight into the atmosphere and social dynamics of dating events while bringing WATS directly into the conversation.

Lianhe Zaobao took a deeper founder-led approach, profiling Rano Randhawa and the origins of WATS. The feature highlighted how an unexpected costume party in 2022 inspired Randhawa to create a platform dedicated to helping people reconnect offline and move away from “swiping culture”.

The Zaobao feature also highlighted WATS’ growth to approximately 65 events across different formats, including social gatherings, coffee parties, costume parties, nightlife events, tarot experiences and AI matchmaking. It further shared a personal story of a participant who struggled with loneliness and social anxiety but eventually exchanged contacts with other participants after attending a WATS event.

The campaign also extended into ELLE and CNA938, providing additional opportunities for WATS to reach lifestyle audiences and engage with audiences through broadcast media.

Campaign Results

The campaign successfully increased media visibility for We Are The Socials and positioned the brand within wider conversations surrounding modern dating, social connection and offline interaction.

Through coverage across four prominent Singapore media platforms, Saltine Communications helped WATS reach audiences across multiple editorial formats while strengthening the credibility of the brand through third-party media exposure.

The campaign also elevated the story beyond individual events. WATS was presented not simply as a company organising dating activities, but as a platform responding to a wider social need for authentic connection in an increasingly digital world.

By combining lifestyle coverage, founder storytelling and broadcast exposure, the campaign helped strengthen WATS’ positioning within Singapore’s growing social and dating events landscape.

Why This Campaign Worked

This campaign worked because the story was bigger than dating events.

Instead of simply pitching WATS as a place for singles to meet, Saltine Communications identified the larger cultural conversation surrounding dating apps, social isolation and the growing desire for meaningful face-to-face interaction.

The founder story also gave the campaign a strong human element. Randhawa’s journey from organising an unexpected costume party to building a social events platform demonstrated how a simple personal observation could develop into a business with a broader social purpose. (Zaobao)

Experiential storytelling further strengthened the campaign. By allowing media to experience or explore the dynamics of dating events, WATS could be presented through genuine participant experiences rather than traditional promotional messaging.

The combination of human-interest storytelling, founder positioning and relevant lifestyle trends gave journalists multiple reasons to cover the brand while allowing WATS to communicate its purpose organically.

Why Brands Hire Saltine Communications

Startups and emerging brands often have interesting products or services but struggle to translate their stories into media-worthy narratives.

Saltine Communications specialises in identifying the strongest stories behind a business and connecting them to relevant conversations that journalists and audiences already care about. Through strategic media relations, founder storytelling and targeted pitching, the agency helps brands build credibility and awareness through earned media coverage.

For WATS, this meant turning a social events concept into a larger story about modern dating, human connection and the changing way people build relationships.

Whether working with startups, SMEs or emerging consumer brands, Saltine Communications develops PR campaigns designed to create meaningful visibility and strengthen long-term brand credibility.

Frequently Asked Questions

How can dating and social event brands get media coverage in Singapore?

Dating and social event brands can increase their chances of securing media coverage by developing stories around broader lifestyle trends, changing consumer behaviours, founder journeys and social issues rather than focusing solely on event promotion.

Why is PR important for dating and lifestyle brands?

PR helps dating and lifestyle brands build credibility through trusted third-party media coverage. It can also help brands become part of wider conversations around relationships, social trends and changing consumer behaviours.

What does a Singapore PR Agency do?

A Singapore PR Agency develops strategic media campaigns, creates compelling story angles and connects brands with relevant journalists and publications to generate earned media coverage and strengthen brand awareness.

How did Saltine Communications help We Are The Socials?

Saltine Communications supported WATS through strategic media relations, founder storytelling and targeted pitching across lifestyle, mainstream and broadcast media. The campaign secured coverage across Her World, Lianhe Zaobao, ELLE and CNA938.

What makes We Are The Socials different from traditional dating apps?

WATS focuses on face-to-face experiences rather than relying solely on digital profiles and messaging. Its events are designed to create relaxed and guided environments where people can interact naturally and build connections offline. (Zaobao)

What is Swypeless?

Swypeless is the dating-focused sub-brand of We Are The Socials. It was created to provide experiential dating opportunities that encourage people to interact in person and move beyond conventional swiping-based dating.

About Saltine Communications

Saltine Communications is a Singapore-based PR agency specialising in media relations, thought leadership, founder profiling and guaranteed media opportunities for startups, SMEs and established brands.

The agency has secured coverage across publications including The Straits Times, CNA, Business Times, Tatler, Vogue Singapore, Mothership, Lianhe Zaobao and many others.

If you’re looking to increase brand visibility, establish thought leadership and secure meaningful media coverage, contact Saltine Communications to discover how strategic PR can support your growth.