'paird' Taps Agency FUSE Create for the 'Get Paired with paird' Campaign
Grace Mahas — January 20, 2022 — Marketing
'paird,' a new independent dating app, recently enlisted the aid of agency FUSE Create to launch its newest campaign, 'Get Paired with paird.' The new marketing initiative features handmade paper collages that were expertly crafted by Toronto-based artist Ashely Barron. As with dating, each sketch is meticulously designed and built, allowing people to notice the minute details and to gain a more complete picture in their minds.
"paird recognizes that people need to be ready to put in the work to find their perfect pair," says Patrice Pollack, Creative Director at FUSE Create. "So rather than stock photos of happy couples, we used papercraft, which is uniquely handmade and perfectly imperfect. It’s layered, detailed and has depth, not unlike people and their personalities.”
There are three papercrafts in the campaign. One depicts peanut butter and jelly on a bread couch while binge-watching Netflix, the second depicts burger and fries on a dinner date, and a third scene that launches on Valentine's Day. As with dating, each sketch is meticulously designed and built, allowing people to notice the minute details and to gain a more complete picture. Using relatable content was the idea to make sure consumers could identify with and aspire to the perfect pair of products.
Image Credit: FUSE Create
"paird recognizes that people need to be ready to put in the work to find their perfect pair," says Patrice Pollack, Creative Director at FUSE Create. "So rather than stock photos of happy couples, we used papercraft, which is uniquely handmade and perfectly imperfect. It’s layered, detailed and has depth, not unlike people and their personalities.”
There are three papercrafts in the campaign. One depicts peanut butter and jelly on a bread couch while binge-watching Netflix, the second depicts burger and fries on a dinner date, and a third scene that launches on Valentine's Day. As with dating, each sketch is meticulously designed and built, allowing people to notice the minute details and to gain a more complete picture. Using relatable content was the idea to make sure consumers could identify with and aspire to the perfect pair of products.
Image Credit: FUSE Create
Trend Themes
1. Handmade Marketing Campaigns - The popularity of 'paird's' handmade paper collages marketing campaign suggests there is an opportunity for companies to embrace more tactile and artisanal approaches in their advertising to create a sense of uniqueness and intrigue.
2. Relatable Content - The 'paird' campaign used relatable imagery and themes to connect with consumers, highlighting the potential for brands in the dating app industry to use more universal experiences to engage users.
3. Incremental Content Releases - The gradual release of three papercrafts by 'paird' is an innovative way to keep audiences engaged and demonstrate the app's functionality one step at a time - there is an opportunity for other dating apps to consider this approach.
Industry Implications
1. Dating App - The 'paird' handmade paper collages marketing campaign demonstrates an opportunity for dating app companies to adopt more tactile, relatable, and incremental marketing approaches that refrains from using run-of-the-mill stock photos of happy couples.
2. Advertising Agency - FUSE Create's successful execution of the 'paird' campaign demonstrates an opportunity for advertising agencies to explore tactile and handmade approaches for their marketing campaigns to create unique and engaging content.
3. Art Industry - The collaboration with artist Ashely Barron for the 'paird' campaign highlights opportunities for artists and designers to participate in marketing campaigns as crafting bespoke imagery, and unique manual designs could create a marketing breakthrough for brands.
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