Valentine’s Day Campaign
Creative Direction
For Paired, Valentine’s Day presented a brand tension—high-pressure, performative expectations versus Paired’s belief in everyday connection. I led a campaign direction that reframed the narrative, using humour and real couple insights to challenge the idea of a “perfect” Valentine’s and instead celebrate authentic, imperfect moments.
Marketing Campaign
Developed an integrated campaign built on real user data, turning 1,600+ Valentine’s “fails” into relatable insights. The concept shifted focus from a single high-stakes day to the broader reality of relationships, aligning closely with Paired’s product truth. A parallel CRM work stream introduced thought-led content and A/B/C tested formats (including quizzes) to drive engagement and inform future campaigns.
Social Media
Rolled out a social-first content series designed for shareability and relatability, translating real stories into light, humorous creative with an informative edge.
Core Concept
Social Posts
Campaign CRM
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.