• by Danielle Oster , February 14, 2025

 

Two of Match Group’s more recently launched dating and social apps have fresh campaigns for Valentine’s Day.

Chispa, which describes itself as “the leading dating and friendship app for the Latine community,” launched “Amor With No B.S.,” created in collaboration with Hispanic creative agency BeautifulBeast.

The campaign centers around what the brand claims is “the first-ever off-Broadway production produced by a dating app.”

The branded theatrical event reimagines classic Shakespearean plays, such as “Hamlet,” (an odd choice for Valentine’s Day, honestly), “Romeo and Juliet,” and “Twelfth Night,” “through a fresh Latine lens.”

“Reimagining Shakespeare from a Latine perspective isn’t merely about modernizing a classic—it’s a testament to how young Latine singles can own their cultural identities, be proud of their roots, and still push the boundaries of love,” Chispa Head of Brand and Marketing Julia Estacolchic said in a statement.

The show ran as a one-night-only performance at The Flea Theater in New York City on February 11.

Supporting campaign elements include experiential and digital marketing activations, including street performances by cast members acting out selections from the play in unexpected spots around the city, subsequently shared in video clips on social media, as well as behind-the-scenes video clips.

There’s also a “My B.S. Story” video series featuring actors and influencer partners sharing awkward dating stories related to cultural stereotypes, and a “Las Cincos” social video series.

That part of the campaign was a result of Chispa’s “Love and Stereotypes” survey. Among the findings, 49% of respondents said they laugh off cultural misconceptions about their heritage, while 30% prefer to politely address such misunderstandings and debunk stereotypes. Thirty-six percent of respondents said they felt their cultural identity is “highly respected in dating,” while 29% reported experiencing both appreciation and fetishization.

Match’s Asian American social and dating app Yuzu, meanwhile, focused its Valentine’s Day effort on “#SelfCareWIthYuzu.”

An in-app challenge running through Feb. 16 rewards users for prioritizing self-care with cash prizes and Yuzu merch. It’s supported by influencer marketing initiatives, experiential marketing, and a deal with New York matcha brand Isshiki Matcha.

“#SelfCareWithYuzu” Influencer marketing initiatives include partnerships with top Asian wellness influencers who share their own self-care practices, along with advice on how to balance wellness with a social life.

Isshiki Matcha’s partnership with the brand runs throughout February and features an exclusive Yuzu Strawberry Matcha drink.

Following a “Healing Herbs Workshop” event in Los Angeles earlier this month, the brand will also host a Valentine’s Day event in New York “transforming Valentine’s Day into a wellness celebration.” Attendees at the event who show their Yuzu profile will receive a complimentary matcha drink, and can participate in a raffle for a Yuzu Matcha Bowl Set.

"As young people navigate an increasingly fast-paced digital world, they are redefining what meaningful relationships look like, placing mental, emotional, and physical well-being at the center of their social lives," Yuzu Head of Brand and Marketing Cindy Lim said in a statement.

 

 

 

 

 

 

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