Turning Sincerity Into Performance
OUR CHALLENGE
In a dating market increasingly affected by “dating fatigue,” singles were filtering more and more through rigid checklists rather than focusing on genuine connection. Studies revealed that over 74% of app users admitted being more selective online than in real life. For Meetic, the challenge was clear: move away from superficial criteria and reposition the brand as the place for authentic, meaningful relationships.
Our Mission
We designed the Checklist Detox campaign (also called « Suis ton cœur, pas tes critères »), to shift the narrative from “criteria” to “connection.” Our creative idea invited singles to detox their checklists and focus on what truly matters: real compatibility.
- Singles shared introspective checklists that they deconstructed on camera.
- Couples gave heartfelt testimonials proving that love often happens outside of predefined rules.
- A podcast format provided a long-form space for deeper storytelling.
We adopted a deliberate strategy of deceleration: fewer one-shot activations, more thoughtful editorial formats. Eight carefully chosen influencers (mixing mega and mid-tier profiles, singles and couples) brought the message to life with authentic, face-to-camera content. Paid amplification ensured that the most powerful assets extended their reach across Instagram, TikTok, and YouTube.
The Results
The campaign successfully combined sincerity and performance, generating results far above expectations:
- 9.1M total reach (+10% vs. objective)
- 2.4M organic reach (+38% vs. objective)
- 2.8% engagement rate (+0.8 pts vs. objective)
- 80% positive sentiment, with hundreds of users sharing their own checklists in the comments
- Premium PR coverage: 8 press clippings, 43M audience reach
« Suis ton cœur, pas tes critères » not only delivered strong acquisition metrics but also re-established Meetic as a care brand in the dating landscape, proving that slowing down, being sincere, and fostering deeper connections can be the most powerful branding strategy.