Who
Facebook Dating is Facebook’s in-app dating platform.
The Ask
Create an experiential campaign for Facebook Dating.
Background
Even though other dating platforms, such as Tinder, Hinge, and Bumble are dominated by Gen-Z and young Millennial, Facebook Dating is heavily made up by older users. Users that:
Don’t have time for anymore dating B.S.
Have busy lives — full time careers, families, past relationships, aging parents, economic stressors, medical stressors, the list only goes on.
Feels like the dating pool is small
The Problem
Facebook Dating is not correctly targeting their main audience, 30+ year old singles. Singles who are facing dating fatigue. Where dates start to feel like a never ending series of interviews or babysitting gigs and, truth of the matter, 30+ year olds ain’t got time for that.
Insight
Dating doesn’t have to be a drag.
The Solution
Facebook Dating is sending singles speed dating.
My Role and Team
Strategy | Art Direction | Copywriting
Samantha Hall, Ayanna Fernandez-Almonte
Speed Dating Pop-Ups
Dating takes back burner for 30+ years old or they are burnt out from a series of bad dates, so lets bring the dating to them and form connections quickly in corporate spaces, cafes, or outdoor spaces during lunch hour.
Once a single sits in the chair, they can start the timer for 10 minutes until someone else meets them.
If no one comes, throughout the 10 minutes they have to leave.
If someone joins, the timer continues for however much time they have left to start asking and answering questions a set of Facebook Dating Game questions, Priorities, forming connections, quickly.
Priorities
A speed dating game designed for people 30+ by Facebook Dating.
Integrated Into the Facebook Dating Platform
Priority game cards are added directly into Facebook Dating interface to help ease the pressure of making a good first impression and help matches get to know each other quickly.
