Better Half partnered with Match to evolve its identity across campaigns, content, and social. The goal was to reclaim cultural authority and build deeper connection with its audience.
In the early days of lockdown, Match joined forces with Better Half and Maximum Effort to release Match Made in Hell, where Satan meets his perfect match, in 2020. Better Half led the digital rollout and social amplification, turning the spot into a global moment of shared hysteria.
To bring “Adults Date Better” to life, Better Half created Sexy is..., a campaign that rewrote the dating script. Real desire isn’t fantasy, it’s responsibility, commitment, and knowing how to grow a cherry tomato. This was Match’s doctrine for the post-cliché era.
Better Half transformed Match’s social presence into a central source of truth. We built a content system focused on cultural commentary, member features, expert advice, and affirming language. Instagram became the front line of modern dating discourse.
