'GMA' gets a "chemistry" lesson

Placement: Segment on Good Morning America, February 13, 2006

Placement: Segment on Good Morning America, February 13, 2006

Who is your client and what were its media goals?
Emily Scherberth:
The client is Match.com, which was looking for national exposure for its new site, Chemistry.com. Chemistry.com is aimed at a 30- to 55-year-old demographic, slightly older than the audience for many relationship sites. We knew the national morning shows, especially Good Morning America, would reach that group.

Valentine's Day elicits a lot of PR pitches. Were you worried about not being able to break through the clutter?
We were worried, especially because we were, in essence, competing with ourselves, with Match.com, as well other sites. But we were fortunate because Chemistry.com's chief science advisor, Dr. Helen Fisher, had recently participated in a National Geographic cover story on the science of attraction.
When Good Morning America contacted her for an interview regarding that piece, we were able to show the producer how Dr. Fisher's research was actually being put to the test with this new site. That not only helped move the story forward for the producer, it also turned it into an incredible Chemistry.com segment.

Did you have to do much media training for Dr. Fisher prior to this appearance?
We did two rounds of media training with Dr. Fisher: the first several months earlier to get her comfortable talking about an online relationship site, and the second just before this appearance to go over all our key message points. We also provided Good Morning America producers with b-roll to round out the segment.

What was the impact of the Good Morning America segment?
The segment garnered an advertising value of more than $450,000. In addition, the client's internal tracking system showed a huge 210% uptick in subscriptions on the very day the Good Morning America piece aired, which helped Chemistry.com become the fastest-growing relationship site in the country, according to Hitwise, an online measurement service. Needless to say, the client was thrilled.

Name: Emily Scherberth, account director, Thunder Factory/Los Angeles

Placement: Segment on Good Morning America, February 13, 2006

Pitch timeline: One week


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