EHARMONY | BE MY VALENTINE

Integrated Campaign

Working with OMD Australia on ‘Be My Valentine’, a fully integrated campaign across social, digital and out-of-home, we looked to 5-7 year olds for their advice on love, relationships and secret crushes. They helped us put the heart back into Valentine’s Day.

Working with OMD Australia on ‘Be My Valentine’, a fully integrated campaign across social, digital and out-of-home, we looked to 5-7 year olds for their advice on love, relationships and secret crushes. They helped us put the heart back into Valentine’s Day.

After survey results discovered that nearly half of Aussie singles (44%) had never received a Valentine’s Day card, eHarmony needed a fun, light-hearted and shareable campaign to put the spark back into the romantic day. Targeting 25-45 year old metropolitan singles, the campaign aimed to shift serious and negative perceptions associated with Valentine’s Day. The campaign goal was to increase engagement with a call to action for singles to share content and/or subscribe to eHarmony to find a Valentine.  

The integrated video led content campaign was distributed across paid, owned and earned channels including a bespoke campaign microsite - bemyvalentine.com.au – YouTube, Facebook, Twitter, Outbrain, print and email marketing. Our hero video was hosted by the eHarmony microsite bemyvalentine.com.au where viewers could then send e-cards (created by our little love ambassadors) to their Valentine. Avant Cards of these designs were also printed and distributed around Sydney CBD.

Avant Cards of these designs were also printed and distributed around Sydney CBD. Additional video content was targeted to audiences across the eHarmony social channels in the lead up to 14 February.

The results of the campaign were a huge increase in engagement and sharing across the eHarmony social channels including the most shared, most viewed and most commented video for eHarmony across Facebook. Conversion to subscription rates improved by 5.8% and paid subscriptions increased by 118% during this critical Valentine’s Day period. 64% share of voice meant that eHarmony outshouted online dating competitors for the first time in over 2 years and a 98% positive sentiment score was achieved.

eHarmony BeMyValentine Cards3