eHarmony was launched in 2000 by clinical psychologist Dr Neil Clark Warren, who recognised the benefits of an online community. Unlike other ‘dating’ sites (think Tinder), eHarmony was created for singletons looking for a serious, long-term commitment. The brand partnered with social media management platform Hootsuite to reach potential new subscribers, get them interested in the service and ultimately, improve online conversions.
eHarmony’s goal was to increase subscriptions, recognising that social media was key to doing so. The brand wanted to optimise its social media campaigns on Facebook and Instagram, by creating engaging content which connects with potential customers more efficiently. By using social media to run the new campaign, eHarmony would also be able to track their results using analytics platforms.
The matchmaking service wanted to use both organic Facebook Page posts and ads to engage with their audience. They developed unique Facebook posts, using emojis, memes and humour which typically enhance engagement on social media. The online matchmaker utilised Hootsuite’s analytical tools to track the performance of the online posts.
The campaign achieved the following results:
- 65% increase in subscription conversions.
- 20% reduction in time spent on ad workflow.
- 50% increase in creative performance.
The results proved social media’s worth and that Facebook drives more subscriptions than any other digital channels.
Kerianne Mellott, Director of Social Media at eHarmony said: “We understand that our past, current and future customers are engaging daily with Facebook and Instagram. Both platforms provide a targeted, multi-pronged opportunity to create campaigns for both brand awareness and website conversion. We’ll continue to incorporate the new tools to help us spend more efficiently and boost results.”
If your business needs a boost through social media, Gather Social is here to help. We specialise in helping businesses see results through their social media campaigns and adverts. Contact us today to find out how we can help you.
