eHarmony.co.uk gave us a formidable challenge: change the perception of online dating in the UK. Where existing players were simply photo-personals, eHarmony was introducing a scientific compatibility-matching technology, promising healthy long-lasting relationships.
We used alternative media strategies to galvanize media outlets for heavyweight features. We called-out eHarmony’s US credentials and heritage. We used eHarmony’s unique scientific focus to illustrate compatibility and we closely monitored media impact to shape a commercially impactful PR programme.
In one year alone, we delivered 245,743,398 media impressions with 354 pieces of coverage contributing to 75% brand awareness and several hundred new registrations each week.