The rising prominence of social networking sites and the proliferation of “free” dating sites led online dating leader eHarmony to find new ways to distinguish itself from its growing list of competitors. Racepoint Group welcomed the challenge of elevating the eHarmony brand above and beyond the competition by highlighting the company’s scientific approach to delivering long-term, successful relationships.
Racepoint focused its efforts on emphasizing eHarmony’s proprietary matching system with its 29 dimensions of compatibility, developed through years of research by its staff of trained psychologists and Ph.D. researchers. The agency leveraged the launch of eHarmony Labs, the world’s largest commercial relationship research facility, to secure “science of love” media coverage focused on the company’s successful track record of inspiring more than 236 subscribers to marry each day on average. Racepoint also promoted the results of an eHarmony/Harris Interactive survey, which estimated that eHarmony introductions resulted in 43,051 marriages – or 2.57% of all U.S. marriages. Finally, Racepoint emphasized the company’s financial success, including a 30% year-to-year growth, to establish visibility for CEO Greg Waldorf through media tours, high-profile industry conferences, and appearances on national broadcast networks.
On a regional level, Racepoint drove greater consumer awareness of eHarmony’s matching success. Kicked off in Tampa, Florida, the program included media relations, special events and marketing promotions and partnerships. eHarmony and Racepoint Group partnered with the Tampa Bay Rays, and eHarmony sponsored the “Kiss Cam” to feature eHarmony success couples at each of the 81 home games that season.
Racepoint’s efforts have resulted in significant business impact and broad exposure for eHarmony in TIME, Newsweek, The Wall Street Journal, The New York Times, Washington Post, Financial Times, San Francisco Chronicle, Boston Globe, Los Angeles Times, San Jose Mercury News, as well as broadcast features on ABC’s Good Morning America, CNN, and Fox Business News.
eHarmony is now experiencing record subscriber growth as daily registered users have increased to 15,000-plus-per-day.