eHarmony: 2012 Campaign
Business situation and campaign objectives
Simply put, our objective was to drive a greater volume of registrations and subscriptions at a lower cost. We had aggressive growth goals, but equally aggressive cost-per-subscription goals that had to be met. It was a challenging balancing act to manage.
We started working with eHarmony in Q2 2011. Together withMatch.com, eHarmony pioneered the online dating category. Their heritage was in creating the brand, while driving response using TV. They had great success in the past, but within the last few years, they started seeing significant downward trending, with double-digit declines in...