Mini Brief
When you're over 30, dating starts to feel like a series of babysitting gigs.
There was a time when casual dating was freeing and fun, but everyone reaches a point when 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.
social listening shows that
Facebook is getting ghosted.
"I like to call it the Dollar Tree of dating apps."
"90% of the people are now very desperate... 1% is somebody like yourself looking for something decent."
"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.
but, things are
just as bleak for singles over 30.
Another deep dive revealed that singles over 30 are having a tough time finding their forever person. From baggage, to exhaustion, to a reluctancy to change, the audience has a lot on their plate.
But one thing remained true across the board: Unlike 20 year-olds, they know what they want.
strategy:
cut the small talk.
Position Facebook Dating as the go-to app for older adults who are ready to take things seriously.
Facebook Presents:
Priorities, the Dating Game
We honed in on the most dreadful part of dating: the talking stage. Instead of asking "What's your favorite color?" for the millionth time, consumers can use this conversation-starter card game.
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.
p.s. click on the images!
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?? I'm stressed out just writing this.
Luckily, Priorites has the perfect conversation starters.
Out of Home
To promote both the dating game and the dating app, we have OOH ads to go in popular date night spaces. There are cocktail napkins for bars and coasters for restaurants.
my role
subculture research
strategy + Insights
tagline copywriting
game creation
OOH ads
Team:
Ayanna Fernandez & Meagan Hamilton