Valentine’s Day with Paired
Skills
Creative Direction, Brand Design, Social Media Design, CRM, Illustration
The Problem
While 99% of couples believe that everyday moments matter more than Valentine’s Day—the pressure to make the day special remains.
The challenge here was that high-stakes expectations lead couples to feel pressured into making Valentine’s Day special, sometimes at the expense of genuine connection. This is also a holiday that seems to present itself as the antithesis of Paired, an app for couples to focus on their relationship every day and not just on special occasions.
Core Concept
The Solution
We reframed the narrative. This campaign used humour to challenge that expectation, showcasing a series of lacklustre Valentine’s Day attempts from real couples to lighten the tone. By shifting the focus away from one high-stakes day and onto the bigger picture of a relationship, we aimed to remind couples that love isn’t defined by grand gestures but by everyday connection, which is the heart of the Paired product.
1,600 people on their Valentine’s Day ‘fails’ which I created into key insights across social. By highlighting these relatable, often funny moments, we reinforced that even imperfect celebrations can become cherished memories.
Social Post
Social Post
Social Post
Campaign CRM
Discount CRM
A 2-part CRM campaign ran simultaneously, with a thought leadership focus and an A/B/C test designed to gather learnings for future discount emails—it turns out, people liked quizzes!
The Outcome
By highlighting relatable, funny, and heartfelt moments, Paired reinforced its core message, and through a mix of data-driven insights and humour, this initiative strengthened Paired’s brand positioning as an advocate for real, everyday connections in relationships. We also saw a record engagement with our CRM campaigns.