A perfect match: Building a dating brand through original content.
Plenty of Fish | Dine & Dish
The Opportunity
Plenty of Fish had built a strong reputation for understanding modern dating, but there was an opportunity to bring those insights to life in a new way.
Rather than simply talk about dating behaviors through traditional media and research, we wanted to create something people would actually want to watch. The result was Dine & Dish, an original YouTube video series, combining dating, conversation and entertainment in a format designed to showcase the brand’s personality and point of view.
The Approach
I helped develop Dine & Dish from concept through launch, working across both the creative and communications sides of the program.
The series featured Bachelor Nation couple Ashley Iaconetti Haibon and Jared Haibon, using recognizable talent and real conversations about dating and relationships to create content that could extend beyond a traditional brand campaign.
We built the launch as an experience in its own right, bringing together talent, media and content at a premiere event in New York City and created extra buzz and interest by holding it after the Bachelor In Paradise finale.
My role
Content strategy & development
Helped shape the concept and format for Plenty of Fish’s original YouTube series.
Creative & production
Contributed to casting, scriptwriting and the editing process, working closely with the team from development through final content.
Talent relations
Worked directly with talent throughout production and launch, including Nick Viall, Ashley Iaconetti Haibon and Jared Haibon.
Launch & communications
Led communications surrounding the series launch, including the New York premiere event, media strategy and an exclusive with People.
The Impact
Dine & Dish gave Plenty of Fish a new way to express its perspective on dating beyond traditional PR, turning the brand’s understanding of relationships into original entertainment. The campaign went on to earn PR industry recognition for its brand marketing and content, validating an approach that extended the brand into new creative territory.
More importantly, the series demonstrated how a communications idea could become something much broader: original content, talent partnership, live experience, social storytelling and earned media working together around a single brand idea.
