eHarmony: Online dating PR that evolves UK perceptions
THE CHALLENGE
eHarmony presented Cherish PR with a bold challenge: To evolve the public perception of online dating in the UK. While most platforms focused on superficial photo profiles, eHarmony introduced a scientific compatibility-matching model designed to foster meaningful, long-term relationships.
OUR APPROACH
We began by identifying a clear narrative strategy focused on the question, “can science find your soulmate?”. This question informed an ongoing online dating PR campaign that combined creative storytelling, data, newsjacking, talent partnerships, expert placement in a UK lifestyle PR approach.
Key tactics included:
– Calling out eHarmony’s US heritage and global credibility
– Using the brand’s scientific foundation to differentiate its offering
– Creating media angles around compatibility and healthy relationships
– Delivering heavyweight features through consumer PR and lifestyle outlets
– Monitoring media sentiment to refine messaging and storytelling in real-time
RESULTS
The results were award winning. In a 12-month programme of activity, we achieved:
245M media impressions
354 pieces of media coverage
75% brand awareness in independent brand tracking
Hundreds of new registrations every week
Cherish PR’s combination of a clear online dating narrative, storytelling approach and hardworking lifestyle PR tactics quickly positioned eHarmony as the trusted, intelligent dating platform for people seeking more than just a match.
“Moving eHarmony from a brand that very few people have heard of to one that has been covered positively in every major national newspaper, on TV, radio and even through crowd sourced content is not luck. It’s hard work, persistence, creativity and flair.”
BRAND DIRECTOR
If you’re interested in PR to support your brand or business, have a look at our portfolio, review our services and get in touch at: info@cherishpr.com