The Dating Twitter
Advice Bureau

My Role
Creative Development & Strategy

Every Valentine’s Day the pressure’s on to up our dating game. But the funniest, most honest dating conversations don’t happen on February the 14th. They happen every day, on Twitter. People come to Twitter to talk about what they really think about love and dating; the good, the bad and the painfully awkward. So, as the unrealistic expectations of Valentine’s Day loomed we had the perfect antidote in mind: The Dating Twitter Advice Bureau and an out of home media blitz. The campaign triggered a wave of earned reach through online buzz and press coverage as thousands of people reacted to our Tweets. Over four days 7,000 people visited the Bureau. We got a total reach of 1.1 billion from 80 separate pieces of press coverage. The Guardian said the campaign made billboards cool again. PinkNews celebrated the “gigantic gay Tweets” as remedies to the “saccharine sappiness of corporate capitalist love”. Our Tweeters’ photos of their own Tweets got tens of thousands of likes. And Twitter recorded a major lift across key brand measures like “Twitter is bold” and “Twitter is a place where people share honest observations about everyday life.”  Proof that if you want to win hearts and minds, all you need is love.

Awards
One Show: Merit OOH. Design Week Shortlist: Brand Strategy. The Drum OOH awards: Classic Poster Campaign of the Year. Highly commended - Transport / Disruptive. Shortlisted for: Transport, Multi-channel strategy, Most Talked About, Experiential / Ambient, Local campaign, Disrupted. The Drum Experience Awards - Best B2C Experience 2020. Campaign BIG award Shortlist: Best OOH & Best Experiential. The Drum Experience awards: Highly Commended: Brand activation as part of integrated marketing campaign. 

Creds
Flying Object, Storm & Shelter, Gerry Ferrell INK