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Facebook Dating

Digital Campaign


The Ask

Find a unique way to make Facebook's new dating app stand out in a crowded category.

The Answer

The "Secret Crush" feature is Facebook Dating's most unique asset. We'll show it to the world in a way only Facebook could.

What is Secret Crush?

First of all...

Secret Crush is a feature within Facebook Dating that allows you to select up to eight individuals from your Facebook friends and Instagram followers that you have a crush on. If they also add you to theirs, you'll be matched!

The Campaign

F.L.I.R.T. the A.I. Matchmaker

(Facebook's Liaison of Intelligent Romance Technology)

In sponsored ads on Facebook and Instagram, F.L.I.R.T. will use data based on interests, common connections, and profile views to determine who he thinks is your secret crush.


If he's right, he'll help you set up a Facebook Dating profile and add that individual onto your Secret Crush list.

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Nathan Blakely (Copywriter)
Tessa Memmott (Art Director)

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