The Problem

Valentine’s Day is one of the biggest calendar moments for couples, and as a brand focused on everyday relationship care, Paired needed to show up meaningfully on a high-pressure day.

When we surveyed 2,000 people and found that fewer than 1% believed 14th February to be the most important day in their relationship. This confirmed what we suspected: people crave connection year-round, not just on Valentine’s Day.

The Solution

We created an integrated campaign around the idea of "practising love every day”, positioning Paired as the go-to app for building meaningful daily connections. The campaign combined aspirational and educational storytelling across organic social, CRM, and paid media—backed by relatable visuals and consistent messaging. This was Paired’s largest season campaign ever, and it outperformed expectations and drove a measurable lift in engagement across channels.