eHarmony.com's Media Planning and Buying Advertising Campaign:

Case Study:

We've been working with eHarmony since 2002. They originally started with a $150K test campaign but had a host of reservations:

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  • TV is too expensive
  • Difficult to measure
  • Hard to execute

We managed to debunk those myths.

Where are they now?

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  • Currently the #1 player in the serious relationship dating category and #2 in the overall U.S. online dating market
  • ~60% unaided brand awareness with adults
  • ~90% with singles
  • #1 Trusted Online Relationship Service
  • Responsible for 2% of all marriages in the United States today
  • Many happy couples!!

How did we do it?

Track

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  • Tracked pixels on TV ads (CMR/BVS)
  • Developed data repository
  • Tracked ad components (creative, spot length, network, day part, etc)

Correlate

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  • Determined relationship between ad airings and website activity
  • Developed direct response and time series perspective

Attribute

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  • Calculated cost of acquisition for registrants (leads) and subscribers
  • Comprehended response rates and impact of specific advertising units