Using the New Year as a strategic moment, and building on the growing interest in relationship check-ins, this campaign leveraged the virality of an in-house ‘relationship check-in’ video to normalize the practice among couples.

We encouraged couples to complete an in-app relationship check-in. To support this on our socials, I created a range of content, including the ‘18 Questions to Become a Power Couple’ carousel and an expert-backed ‘18 Questions’ carousel tied directly to the app.

The campaign successfully captured audience interest, as relationship check-in content continued to generate strong engagement. Our associated event in the Apple App Store maintained consistent impressions throughout January, showing the sustained relevance of relationship check-ins. By targeting Paired’s social media followers and expanding reach through the explore page, we aimed to inspire our audience to share the content and engage with their partners.