Facebook Dating
Agency : SpecialGuest
Role : Creative Director
I led the creative team on this campaign we titled “Free to Date.” It pushes up against other dating apps that have pay-to-play features and relishes that Facebook Dating has NO paywalls. Just connections rooted in shared interests and mutual friends.
People hate dating apps.
To set Facebook’s dating feature apart from the competition, we narrowed in on one distinguishing factor: it’s totally free.
We used the visual motifs of physical receipts and price stickers to convey the service’s cost benefit, and used candid film photography stacked in a collage style for a youthful and organic aesthetic.
Video further emphasized it’s free benefit through interviews with singles in the target age range:
The campaign is designed to give Facebook Dating a distinctly local feel by targeting single 18-29 year olds in the Dallas and Austin areas. Our assets include ONP and OFP, as well as a variety of OOH placements like wildpostings and digital billboards around universities.
