Paired

Well-funded tech start-up Paired engaged Borkowski to launch a six-month UK and US campaign for its couples coaching app, focusing on increasing understanding of the app and establishing credibility alongside brand fame. We drew on the brand’s mission of bringing couples closer together, utilising the already well-covered topic of problems arising from couples spending far more time together during Covid-19 lockdowns to leverage thoughtful coverage in the national press.

Rather than field the young male founders, we built a media profile around Paired’s Chief Relationships Officer Dr Jacqui Gabb, whose position as Professor of Sociology and Intimacy at The Open University gave her the academic standing that broadsheets would take more seriously. This saw us secure a front cover splash and six-page feature in The Times Magazine, as well as features in The Sun, Mirror, Refinery29 and Woman&Home. A long read in Cosmopolitan and features in the tech press made up just some of the more than 230 pieces of coverage for the brand, driving traffic to the app both online and in app stores.