I’m a big fan of campaigns that don’t push their product as a solution for everyone and everything, but as something that is always here for the audience, if they choose to use it.


One of the most recent ones is Match.coms’ campaign, in which they are using the very popular self-care and “you do you” approach, giving the audience an even bigger option of choice (outside the dating app limits), and taking a step forward in front of the other similar apps.

The great campaign copy focuses on the audience, and their needs as the first choice, leaving space for high standards and explorations when it comes to potential partners. This way, the brand cleverly positions itself in front of the competition, and removes the bad feeling the audience might get when they need to install a dating app. Happier customers, stronger brand, and awesome copy-writing. It’s definitely a campaign worth sharing.

See more interesting campaigns here.