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LOVE IS JUST A CLICK AWAY
Comprehensive Campaign and Media Plan for eHarmony
Create new account. Meet the love of your life. Deactivate account.
If only it were that easy.
People are constantly being introduced to new dating apps promising to find them the love of their life (or lust of the moment). But how can a brand break through in this increasingly crowded space?
We surveyed men and women aged 25-34 and found that safety is the most important thing they're looking for in a dating app/ site.
To drive relevance among a single millennials, and preserve eHarmony's notoriety as the premiere dating site, we emphasized higher safety levels, maintained its trusted reputation in our marketing communications, and created meaningful, engaging social activations.
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