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As the most iconic brand in the category, 25 year old Match has high awareness, but with fast growing competitors the challenge is always to stay top of mind for adult daters in the US (25-49). December marks a seasonal peak for the dating category, app downloads, and hosts Dating Sunday on the first Sunday of the New Year, the busiest day of dating all year. The goal is to be top of mind in this time frame. However, in 2020, not only did December kick off peak season—the country was nine months into lockdown, which has had a major impact on the way singles date. By moving quickly to tap into a shared cultural moment, Match partnered with board member Ryan Reynolds’ agency, Maximum Effort to create a video campaign designed to be shared. Our objective for Match Made In Hell was to become top of mind for target audiences as we entered peak season, building brand consideration through relevance by earning video views, headlines, conversation, and buzz. The campaign roll out was designed to maximize return with phase one generating organic reach (no paid media), and phase two broadening the reach through TV and digital media. Our goals included 100 key outlet press hits, 30% increase in social media conversation, and 10MM video views, all of which would have represented our most successful video content to date. The Match Made In Hell campaign not only hit those goals but far surpassed them.