David Archuleta X Archer
David Archuleta X Archer for Match.com
Say Hello to ARCHER’s Chief Trophy Officer, David Archuleta.
The Challenge
Queer dating apps were feeling stale, too many blank profiles, not enough personality. ARCHER needed a feature (and a moment) that made identity loud, fun, and impossible to ignore
The Idea
Launch Trophies, ARCHER’s new in-app personality badges, by appointing David Archuleta as the brand’s first-ever Chief Trophy Officer, channeling full Miranda-Priestly energy in a queer twist on The Devil Wears Prada. Archuleta, sorry, I mean Archer (you get it!).
Execution
A hero film inside “ARCHER HQ” with David roasting outdated profiles and unveiling Trophies.
Backed by:
• A second spot on socials of David “working hard” and physically making the trophies.
• David’s LinkedIn profile “leak”
• Meme-page + creator amplification
• Press across LGBTQ+ outlets (Queerty, Gayety, So.Gay)
Impact
A culturally loud feature launch that positioned ARCHER as bold, playful, and identity-forward igniting conversation, press buzz, and driving adoption of Trophies across the platform.
