Will Cooper, NMA Magazine, 22 January 2009:EHarmony is to launch a major integrated marketing campaign this month, the first since the dating site launched in the UK last year.
The company, which has more than 20m US users, has appointed digital marketing agency Essence to manage its digital media account as it looks to boost its presence in the UK.
Essence will handle the full range of online channels including Search, Display and Affiliates.
EHarmony, which has an estimated US marketing budget of $160m (£114.8m), will launch a search, affiliate and display campaign coupled with a high-profile above-the-line marketing push to generate awareness of the company.
The campaign aims to differentiate the matchmaking brand in the competitive online dating market, through products such as a compatibility-matching tool developed through a partnership with the Oxford Internet Institute.
The eHarmony affiliate programme is live on Affilinet, and Essence is seeing some very competitive EPCs. Payouts are currently at £1 for a male registration, and £8 for a female registration.
In November, dating site Match.com rolled out psychometric personality testing on its site to offer its 15m members better value (Match.com rolls out personality testing to boost dating success; nma 13 November 2008).
Andrew Shebbeare (bio), partner at Essence, said, “eHarmony isn’t a dating site like others, it’s a site to generate long-term relationships. It’s looking to bring in new members by showing its process is more detailed and accurate than others.”
In October eHarmony appointed former Google UK senior product marketing manager Sean Cornwell (bio) as its VP for international markets.
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