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Love Drunk Champange

Facebook Dating

Integrated campaign for Facebook dating.

Let's get our priorities straight.

When you're over 30, dating starts to feel like a series of babysitting gigs.

There was a time when it was fine not to take dating too seriously. However, everyone eventually reaches a point where they're ready to stop messing around.

And Facebook Dating seems... desperate.

Facebook dating has a bit of a pr problem. No one wants to look like they're trying too hard.

Strategy: Cut the small talk.

Position Facebook Dating as the go-to app for older adults, who know exactly what, or should I say who, they want.

"90% of the people are now very desperate... 1% is somebody like yourself looking for something decent."

"I like to call it the Dollar Tree of dating apps."

Facebook is getting ghosted.
 

"I was skeptical at first, like, who dates on Facebook, right?"

We did a deep dive into user stories on Reddit. Our search revealed that while people want to find love, they're skeptical of the quality of love they'll find on Facebook Dating.

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Facebook Presents: Priorities, the Dating Game

We'll introduce a conversation-starter card game geared towards adults 30 and above. No more questions like, "What's your favorite color?" Priorites gets straight to the important questions so you can Know Your Match.

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The game has three sets of questions: life priorities, dating priorities, and wildcards. Life and dating ask you to rank a certain value on a scale from 1-5. Wildcards are hard-hitting questions that give you the opportunity to talk without a scale.

App integration

There's nothing worse than staring at a blank chat box. Should you say something clever? Maybe something  flirty? Is that too much, too little?? The pressure is immense.

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Luckily, Priorites has the perfect conversation starters.

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Live-time Cupid

Younger generations grew up online, so online dating is second nature. But for older adults, finding love online is daunting. So, Facebook Dating will meet them halfway in speed dating pop-ups. 

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People will sit down with a stranger and play priorities together. In a live demonstration, they'll see how effective Facebook Dating is, and see the power of the app. 

Facebook Dating Show

We've seen a boom in YouTube dating shows, and this pop-up would fit perfectly. We'll record some of the conversations at the pop-ups, and add them to our very own YouTube channel.

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The videos work for Youtube shorts, Reels, and Tik Toks as well.

Tonight's special: Love

To promote both the dating game and the dating app, we have OOH ads to go in popular date night spaces: cocktail napkins for bars, coasters for restaurants, and digital commercials for activity places (think the TVs at bowling allies and Top Golf).

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Digital ad to left, coaster and napkin below.

My Role

  • Subculture research

  • Strategy + Insights

  • Tagline copywriting

  • Game creation

  • OOH ads

Team: Ayanna Fernandez & Meagan Hamilton​

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