THE CHALLENGE
Standing out in the world of dating isn’t easy (for a brand or avid dater!), but Plenty of Fish isn’t like all the other fish in the sea. To bring life to POFs annual dating trends, fun and engaging content was needed, celebrating all that comes with finding love… or at least a decent date.

THE STRATEGY
Highlighting the wildly creative dating trends was key. The best way to do that? A dating hotline, of course! Inviting real people to submit their dating woes, or partner icks, we would supply them with an expert who will tell it like it is. Think bold, unfiltered advice, a dash of sass, and a whole lot of laughs.

THE CREATIVE
Cue Grace Campbell: comedian, filmmaker, and professional straight talker, manning the phone at Grace’s Dating Hotline. With her trademark sharp wit and no-BS approach, along with a mix of her own anecdotes and some playful advice, she brought No-habiting, Fiscal Attraction, and Swamping into the spotlight. The content packed a punch across earned and social, with the help of bespoke GFX to inject fun for major watchability.