Repositioning and launch ideas for eharmony - standing for meaningful love in a world of disposable love.
BACKGROUND
eharmony is a pioneer in online dating. Founded in 2000, they exploded on the scene in 2003 with a campaign for “marriage-minded singles.” Calling itself a “relationship site” rather than a dating site, it went after the more serious, relationship-oriented customers unabashedly, something the category was afraid to do. After 10 years of rapid growth, the brand went into a period of stagnation from 2012 to 2017, recognizing the need for evolution. In collaboration with The Many in LA (formerly Mistress), we've reimagined eharmony to connect with the heartbeats of today's generations. Our journey involved redefining the brand architecture, igniting a creative platform, and designing innovative launch campaigns. The goal was to help people rediscover love with eharmony, where deep connections are just a click away.
OBJECTIVE
Reignite eharmony's spark in the digital age, craft a connection with the vibrant pulse of today's youth. Create a refined brand identity, forge an enduring creative platform, and unveil an electrifying relaunch campaign.
CHALLENGE
To today's youth, eharmony echoes as a legacy of their parents' generation, synonymous with traditional values like marriage. To evolve this perception, craft a brand that resonates with the diverse aspirations and relationship goals of the modern generation.
OPPORTUNITY
In an era dominated by fleeting swipes and ephemeral connections, the stage is set for eharmony to champion the crusade for meaningful love. It's our moment to rescue romance from the shallows of today's dating culture. How can we elevate love, celebrate its true depth, and redefine the very soul of modern romance?
MY PROCESS / METHODOLOGY
The heart of the strategy was informed by rich research. This includes an in-depth analysis of academic studies, a comprehensive look at our competitors, insightful social listening, and engaging conversations with stakeholders and consumers. Add to this a series of dynamic workshops and brainstorming tissue sessions. Together, these elements blend into a robust foundation for our strategic direction.
INSIGHT
People yearn for more than just the ordinary in relationships. They deeply desire to be genuinely seen, heard, and understood – to be appreciated with passion for their true selves, beyond the surface.
STRATEGY
Embrace 'FOR LOVE THAT LASTS' as our rallying cry, positioning eharmony at the forefront of cultural dialogues among the younger audience as the go-to destination for enduring, meaningful relationships.
REASON TO BELIEVE
The journey of who you become is profoundly influenced by your life partner. eharmony's unique matching algorithm delves deeper, and connects individuals on levels of compatibility far beyond the competition, paving the way for more meaningful, lasting relationships.
PROJECT OUTCOME
In a collaborative effort with The Many and eharmony, we crafted a comprehensive brand book. This vital resource aligns employees and partners with the brand's core purpose, values, and personality. Additionally, we developed an innovative creative platform and proposed a suite of launch campaign ideas, all aimed at vivifying eharmony's refreshed positioning. As the lead strategist, I steered this endeavor. Here's a glimpse into our project.
