"Love Begins Here"
DonatWald+Haque, Ocean Media, Allison & Partners, Terralever
Scott Eagle, CMO; Mark Zamuner, VP of acquisition marketing; Carolyn Wang, director of marketing; Paul Breton and Pamela Holmgren, directors of corporate comms
Upon its 10th anniversary, dating website eHarmony conducted research via Harris Interactive that ties its brand to an average of 542 people getting married per day in the US (up from 246 in 2007.) The findings serve as the foundation for its latest integrated campaign, "Love Begins Here," through which it aims to communicate a consistent message about its advocacy of long-term relationships.
"It's about engaging with customers and making sure they have a uniform experience when they interact with the brand," says Paul Breton, director of corporate communications at eHarmony.
The team, including creative agency DonatWald+Haque and PR AOR Allison & Partners, encouraged known successful couples to send photos, which it featured in an interactive mosaic on its new microsite, eharmony.com/love, as well as in a billboard mosaic in New York's Times Square.
The material supported two TV ads featuring real couples' stories. On August 14, the ads were previewed on Facebook. On August 16, a New York Times exclusive announced the campaign.
An interactive eHarmony timeline, featuring user-generated videos and photos, kept with the theme of the anniversary and establishing milestones.
"The TV ads need to be reinforced through PR, social media engagement, and display ads online to make sure it's consistent," Breton says.
The campaign is largely a collaboration between marketing and corporate communications, he adds, but its key messages span all departments. PR was mainly focused on the 10th anniversary events, says Matthew Della Croce, Allison & Partners MD.
The campaign officially kicked off the week of September 16 with CEO Greg Waldorf and 40 successful couples appearing on CBS' The Early Show, followed by a 10th anniversary pedicab parade in New York City.
PR tactics also included b-roll, a media tour with Waldorf, and promotion of the ad on YouTube.
"Ten years for an Internet company to be successful, profitable, and growing with 98% brand awareness is an important milestone," says Della Croce. "It gave us that moment in time to sit with a broad array of media and say, 'Look where we are.'"