EHarmony launches first ever UK-produced campaign

EHarmony is launching its first ever marketing campaign produced in the UK as it steps up efforts to take on its rivals in the busy post Christmas  dating season.

eharmony

The £1m campaign, which launches on Boxing Day, is aimed at UK singles who are looking for life partners.

EHarmony says its “relationship” science, matching algorithms and focus on long-term relationships are factors that set it apart from other dating sites, which are more focused on the dating aspect.

The campaign, which will feature on TV, social media, outdoor and through PR, is the first created by creative agency Karmarama, which was appointed in September to help give the US-based brand a more local feel.

TV creative will feature a single girl going about her day-to-day activities. At the end she is pictured with her eHarmony partner, while a voiceover says: “Being single can be amazing, so if you’re going to give it up, it has to be for someone who makes being a couple the best thing in the world”.

EHarmony’s UK home page is also being revamped in a bid to make the brand more appealing to UK consumers.

UK country manager Ottokar Rosenberger says: “[The company] now has a real focus on growing in the UK market, which is why we have tailored our marketing to be truly local to this territory.”

EHarmony has attracted 2 million UK users since its launch in the territory in 2008, Rosenberger adds.

It is the tenth most visited dating site in the UK, according to comScore data from September, which said 120,000 uniques visited the site, although this compares the brand with free services. Its biggest paid-for competitor is Match, which attracted 698,000 unique visitors across its range of sites in the period.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here