At The One Co, we liken the journey of working with influencers to dating in this new era.
Ok, we know... it’s not that new, but if you’ve ever found yourself freshly single, wading into the world of online dating, you’ll recognise the stages of an influencer partnership.

From searching, to finding the right person, to finally making it official the parallels are uncanny.

We see it as matchmaking for brands.

And we like to share our insights in a way that’s light-hearted but bang-on accurate.

If you’ve dated in the app era, you’ll get it

And if you haven’t, we salute you… but we’re pretty sure you know someone who has, or is deep in the world of online dating, with stories for days.

First, you have to put yourself out there.
You scroll. You swipe.
You quickly realise that not every “match” is actually a match. Some people look great on paper but are a terrible with conversation. Some give you butterflies but have zero long-term potential.And then there’s the disrespectful, cowardly, somehow now acceptable behaviour of ghosting.
We know someone who found themselves single in 2019, and when a friend told her, “You’ve been ghosted,” she genuinely thought they meant the actor from Power.

If this sounds all too familiar, this can happen with influencers too. Minus the butterflies!

And if you’re not single?

We’re willing to bet you know someone who’s been on enough dates to fill a Netflix series.
Those same “war stories” happen in influencer marketing:

• The one who seemed amazing until they realised they were seeing ten other brands

• The one who promised the world but never delivered

• The one who just wasn’t into it and disappeared

Thankfully, the are still loads of the exact match that you’ve been searching for. You've got to be resilient, you have to believe and you have to be in it, to win it.

Why we use the dating lens

We call it how we see it, we call a spade a spade. Influencer marketing is, at its heart, about relationships. And good relationships aren’t random.

They’re built on:

• Values - Do they align?

• Mutual interests and goals

• Building trust over time

If you’re just picking influencers based on looks (follower count) or flashy first impressions (viral content), you’re going about it all wrong, there needs to be substance, and alignment.

We help brands avoid those awkward “what are we doing here?” moments and cut straight to finding the right fit.

Our approach

At The One Co, we don’t just hand you a list of “matches” and hope for the best.
We act as the friend who knows your type, your deal breakers, and your long-term goals, and introduces you only to the ones worth your time.

Because in business, just like in dating, the right match can change everything.