Eharmony credits the launch of a new video dating feature and increased investment in advertising, particularly TV, for a 60% uplift in site registrations during the pandemic.
When countries all over the world went into lockdown, eHarmony had to act quickly to make sure its website didn’t go into lockdown too.
The online dating site had seen a 25% drop in site traffic throughout March. Yet by the third week of April, site registrations were up by an “exponential” 62% year on year and messages on the app had risen 51%.
Eharmony’s new video dating feature had been on the agenda for a while and was scheduled to launch some time later this year. But after consumer research revealed many of its 10 million users were planning to switch to virtual dating, eHarmony got to work on what would become one of its quickest match-making projects to-date.
“We’ve never turned around a project like this one so quickly,” eHarmony’s vice-president of marketing, Romain Bertrand, tells Marketing Week. “We had no idea back in March we could do it and that’s a great lesson for the future.”