The Guardian: Playing cupid for the ideologically suited

Guardian Soulmates, an online dating service, successfully differentiated Soulmates from the competition, and persuaded people in the UK that a liberal love, based on shared values, was something worth paying to find.

Campaign details

Agency: OLIVER

Guardian Soulmates is The Guardian's online dating service: It's where people go to meet like-minded people and make meaningful connections.

Now it was time to encourage single Guardian readers to sign up and pay for a more premium dating service.

Strategy

There's nothing quite like meeting someone like-minded.

Someone who cares about the same things as you, be they global warming, organic eating, or even the commercialisation of Valentine's Day.

That's exactly what Guardian Soulmates is about. But how do you get people to pay for the service?

The campaign amplified Soulmates' self-selecting nature, with...

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