The weeks before Valentine’s Day all the ads look the same. Loving couples, heart-shaped packaging, and cliche copy.

To stand out from the pack, we went the other direction and tapped into the loneliness many people feel during that time.

To catch eyeballs on Instagram, we created fake quote tweets about bad break ups. Post copy pushed people directly to the marathon.

The two-week marathon outperformed viewership benchmarks by more than 18%. Lots to love about that.