Match Made in Hell (MMIH), a dating website, increased brand consideration during the COVID-19 pandemic in the US by launching a series of humorous YouTube videos that highlighted the difficulties of dating in a pandemic.

Campaign details

Brand: Advertiser: Match Group Agency: Maximum Effort, Dotted Line Communications, Better Half Country: US

Background and context

Match, an icon in online dating, has high awareness but continues to face fast-growing competition, challenging their ability to stay top of mind for US adult daters. December marks the start of peak season for the dating category and Match's goal wa

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