After researching the single moms and dads out there, we built a strategy that would lean into the cheeky and humorous side of the brand’s personality, creating the brand tagline “Stir: Where MILFS Meet DILFs”.
We sought an authentic and relatable figure to embody the role of a loving, modern parent, and found the perfect partner in Busy Philipps.
As a devoted mother and celebrated personality, Busy’s annual 'Elf on the Shelf' tradition with her children inspired the collaboration. Together, we encouraged parents to prioritize self-care during the holiday season with Stir.
ORIGINAL CONTENT:
On a soundstage in Brooklyn we built a winter wonderland equipped with lifesize presents, reindeer, and more to make Busy look like the ultimate M-ELF. Our “Milf on a Shilf” social spot caught fire across Instagram organically, both on Busy’s handle and on Match’s channels. It was the most shared piece of content for Stir ever.
EARNED AND PAID MEDIA:
Our PR efforts resulted in earned media coverage that leveraged Busy’s celebrity of course, but struck a chord because there was a genuine connection with the brand given her single parent status. Match also used the assets in paid media push across social and on streamers to drive conversions on the app during the holiday season and in the new year.
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