The Problem

While 99% of couples believe that everyday moments matter more than Valentine’s Day—the pressure to make the day special remains.

The challenge here was that high-stakes expectations lead couples to feel pressured into making Valentine’s Day special, sometimes at the expense of genuine connection. This is also a holiday that seems to present itself as the antithesis of Paired, an app for couples to focus on their relationship every day and not just on special occasions.

The Solution

We reframed the narrative. This campaign used humour to challenge that expectation, showcasing a series of lacklustre Valentine’s Day attempts from real couples to lighten the tone. By shifting the focus away from one high-stakes day and onto the bigger picture of a relationship, we aimed to remind couples that love isn’t defined by grand gestures but by everyday connection, which is the heart of the Paired product.

To support this messaging, we surveyed 1,600 people on their Valentine’s Day ‘fails’ and shared key insights across social platforms. By highlighting these relatable, often funny moments, we reinforced that even imperfect celebrations can become cherished memories.