Online dating services are plagued with profiles that represent an individuals "ideal self" as opposed their actual self. The ideal is a person's conception of how she/he would like to be, whereas the actual self refers to our more realistic appraisal of the qualities we or don't have. So someone who goes to the gym 2-3 times a week, will say that they go 5 times, someone who is 5 9" has an online double which is 4 inches taller, and so on and so on.
It is quite understandable that people want to portray themselves in the best possible light and that can lead to a slight exaggeration of the truth. But with all the the cat fishing scandals of the noughties people are losing confidence with online dating. Singles don't want to spends and hours and hours getting to know someone and falling in love with that individuals online persona only to find out that their prince/princess is really a frog in real life.
But it isn't only the threat of people pretending to be something they're not. The ubiquitous nature of these inflated profiles means that people feel anxious about putting their "real" self out there for fear of judgement. That's were the #loveyourimperfections campaign comes in. This refreshing strategy uses this consumer insight to make a campaign which reflects brutal truth. It warns off the fakes and encourages people to be themselves online.
It tells prospective users the simple truth- None of us our perfect. But that does not mean there is not beauty to be found in our imperfections. This is reflected in the latest out of home material which are simple, uses real users (blemishes and all) and has a witty little imperfection plastered across it.
The #loveyourimperefction is positioning Match.com as: The online dating service were singles can meet "real" individuals, not profiles. Hey, thats a pretty good tagline wouldn't you say?
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