Match.com takes Grand Prix at YouTube Works | WARC | The Feed

Match.com takes Grand Prix at YouTube Works

Match.com, the US-based online dating service, working with agencies Maximum Effort, Dotted Line Communications, and Better Half, has won the Grand Prix at YouTube Works, a partnership between the streaming service and Kantar Global to champion the most innovative and effective campaigns that ran on YouTube.

The winning campaign

During a difficult year, Match.com was able to increase brand consideration using a series of funny videos about the difficulties of dating in a pandemic, by depicting Satan finding love with 2020. It played on the resilience of singles during a difficult year while encouraging optimism in 2021.

“It's perfect from a creative standpoint”, said judge Raig Adolfo, Chief Strategy Officer, 360i. “The craft, tone of voice, perfect for the channel. The perfect way to use YouTube.” 

A diverse set of awards

Alongside the overall winner, the Awards also pull out winners of distinct disciplines.

• Breaking Barriers, for campaigns that authentically represent diversity, went to GoDaddy’s Made in America.
• Big screen, big results, for campaigns that take advantage of YouTube’s growing presence on TV screens went to Comedy Central for Awkwafina is Nora from Queens.
• Media Innovation, for campaigns that show excellent media planning, went to M&Ms for M&Ms Messages.
• The Underdog, for smaller brands that show large business results, went to the Oklahoma Tourism and Recreation Department: RoadTripOK.
• Action Driver, for campaigns shown to help nudge customer decisions in their favour, went to Jude: The Game Theory $1,000,000 Challenge for St. Jude!
• Brands as creators, which demonstrate an adroit understanding of the platform, went to Adobe for Stock Film Festival.