THE IDEA
With a saturated market and multiple brands competing in the dating trends space, to drive cut through, we needed to offer media fresh insights and assets to spark conversation.

So we packaged new data exploring singles dating behaviour into culturally relevant trends personas – from ‘No Habiters’ who prioritise their personal space over rushing into moving in with a partner, to ‘Digital Ex-pressers’ who share their heartache on social media.

Then, we bought the data to life with a piece of cheeky campaign content featuring millennial icon, comedian and podcaster, Grace Campbell, who opened ‘Grace’s Dating Hotline’ to solve the nation’s dating dilemmas.

THE RESULTS
• 204 pieces of coverage
• A 10-minute segment on Sky News Breakfast featuring Grace Campbell marking Plenty of Fish’s debut on national prime time TV99% of coverage included campaign images and/ or video
• 15.6 million opportunities to see
• 716% above minimum coverage KPI