How a consistent TV presence helped eHarmony become a serious player in UK online dating
eHarmony launched in the UK in July 2008 as an alternative to online dating for serious singles looking for a long-term relationship.The service involves screening every member with an intensive scientific relationship questionnaire that matches singles on key dimensions of compatibility proven to be the foundation for a long-term relationship, like character, intellect and values. The company started out in the USA in 2000, and grew into the country’s number one trusted relationships website with over 20 million members worldwide.
After carefully researching eHarmony's core target market in the UK, and visiting their own research Labs in LA to understand exactly how the service works and why it is so successful for so many people, we were able to gain a true understanding of the entire business.
Our solution was to develop a response led TV strategy based on data rich planning that correlated airtime with site registrations; providing accountability of the media spend and helping optimise activity towards reaching the right people, at key times of the day and day of week and on the best converting TV stations; with an end result that maximised volume response in the most cost effective way.
Over a three year period we proved the value in TV advertising tripling the budget from £3m to £9m, increasing web registrations 4 fold from 300k to over 1m, & pushing unaided awareness up to 32% and prompted awareness up to 78%
