We started with a theory: people who buy napkins make for better dates because they care more. Instead of using a sleeve or a paper towel, they care enough to dab their mouth with a nice napkin. To prove our theory, Vanity Fair teamed up with dating expert Match and conducted a nationwide study that connected napkin use with personality traits. The study results revealed that napkin users are more attentive, more dedicated, more civil, better lovers, and make for better marriage material. With this data we created a campaign aptly named #DateaNapkinUser.

The #DateaNapkinUser campaign launched the week of Valentine’s Day across multiple mediums with our research data at the center of everything. Some of the findings from the research include: Napkin users are two times more likely to join your juice cleanse, 34% more likely to laugh at all your puns, 13% more likely to give back “borrowed” sweatpants, and 83% more likely to take your fantasy football “injury” seriously. Online videos ran on Hulu through connected TV buys. Influencers and bloggers spread our content throughout social channels. OOH, radio, and geo-targeted social ads drove to our experiential singles event, hosted in one of the worst dating cities in the country, Dallas, TX. PR was a key component to bring the idea to our target younger audience and make them think differently about buying napkins.

The campaign was picked up by 15 different outlets receiving 12.3 million impressions in earned media and a total of 200.39 million impressions. #DateaNapkinuser was also used thousands of times spreading our new found data to the masses. And our singles event in Dallas was maxed out to capacity leading to local radio shows and media outlets to cover the event.