The aim of the campaign was to amplify Match’s new ATL campaign ‘be the lovers you love to hate’ and increase visibility for the brand in earned media and on social. However, in a highly competitive industry and amidst a global pandemic (where 2m social distancing guidelines were still in place), a creative campaign about love and affection was going to be a huge challenge.
We launched Match’s limited-edition clothing collection – a range of tracksuits sold in pairs, designed to help couples express their love. To contextualise the collection and bridge the themes highlighted in the ATL, we polled Brits on their attitudes towards PDA and whether lockdown had impacted their feelings towards relationships.
The research revealed that a third of Brits admit they’re now happy to see public displays of affection. We combined this with a top 10 list of the towns and cities that are most guilty of these cringe-worthy crimes.
It was important to work with a celebrity to front the campaign in order to provide further credibility and greater media appeal so we partnered up with former Made in Chelsea star Binky Felstead. Her huge following on social mirrored Match’s target audience and she had high media appeal at the time due to her recent engagement. We also worked with ten other micro and power middle influencers who were in loving, long term relationships in order to spread awareness of the tracksuits and emphasise the messaging behind them.
The campaign secured 11 pieces of coverage with a combined reach of over 70 million, across titles including HELLO!, Mail Online, Metro and Marie Claire. Our eleven influencer posts alone attracted over 48,000 likes and comments and a reach of 2.2 million. The Match site received over 3,500 visitors from swipe-ups and click throughs and the average engagement of the influencer content was 3.7% against an industry benchmark of 2.5%. Lastly, Binky’s content outperformed many of her other recent ads on her page by almost double.