The launch of Married at First Sight Season 3

Client: Channel 4

Married at First Sight sits in a cluttered category, as dating shows compete for ratings and MAFS fights to sell the old-fashioned idea of love-at-first-sight marriage to a 16-34 audience.

To land the show into popular culture we went against convention - which sees TV shows launch aggressively but briefly - instead creating an ongoing public platform for fans to share their opinions, reactions and questions.

Our campaign, with social at the heart, led to viewing figures that made MAFS bigger than Love Island, with our finale being the biggest show on streaming for a week - yes, including Netflix.