Here, five women—some in recovery, some relapsed—on finding heart in a heartless dating culture and what it's like once you make it to the other side."I feel so much less pressure after quitting the apps.I hadn't realized how much of my free time was spent swiping through hundreds of faces.” Trying to stay positive here, but don’t make a quote your whole entire profile. Such is the case with Cosmopolitan and TV Land’s hit series “Younger.” The multi-platform campaign running from October through December includes print, digital and on-air elements.Among the highlights: a two-part guide to modern dating in the November and December issues of Cosmo’s print edition, as well as a Facebook Live coverage from both inside the “Younger” fashion closet and from the red carpet of its September 28 season premiere.Perhaps the biggest score for Cosmo is a series of 30-second, co-branded tune-ins throughout October, which encourage viewers to check out the “Younger” cast in Cosmo.
In this case, the magazine’s editors were already producing a “Younger” cast shoot, which we saw as an opportunity for a larger partnership.
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Here, both sides share some details on how the partnership came to be and what role each has played so far in its success.
Michelle Spinale, VP, Consumer Engagement & Consumer Marketing, Hearst min: How did Cosmo’s partnership with TV Land come about?