TrulyMadly wanted to grow user registrations through digital channels as potential users felt embarrassed sharing their intention to use the dating site with friends and family. The campaign's idea was to have users post pictures breaking stereotypes about themselves using the #BreakingStereotypes hashtag to generate advocacy for the psychographic-based matching site. The campaign spread across Facebook, Twitter, influencers and ads, reaching 7 million people and increasing registrations 20 times and website sessions 17 times with high engagement.