Match.com: Building & protecting a market leader
As the market leader for dating services, Match is a highly visible brand which acts as a bellwether for the industry. Our brief is to build and protect Match’s reputation and position the brand as the responsible category leader.
Our programme began by demonstrating the growth and value of dating to the economy. The Love Economy campaign challenged perceptions that love and business don’t mix to normalise online dating in the minds of influential business people. It is the first ever study on the effect of dating on the UK economy, designed to drive engagement with business audiences and differentiate Match from competitors. We calculated the contribution singles make to the UK economy and got influential business writers talking about the results.
Brands2Life has worked closely with the Match leadership team to profile its executive team, to promote its advertising campaigns and take a leadership position on industry issues such as safe dating. We also provide crisis and issues management support for the brand.
To further protect Match’s reputation in a challenging environment, we worked with Match and other dating sites to launch the Online Dating Association – a trade body which promotes standards and best practice in the industry. The Association now plays a valuable role in developing the sector and building public and Government understanding of an industry which serves millions of people in the UK and is a significant player in the digital economy.
The Love Economy led to more business coverage for Match than the previous 12 months with more than 200 articles and a combined readership of 150 million in publications including the BBC, The Financial Times, The Grocer and The Sunday Times. It also drove an 86.5% increase in web traffic during the campaign and a 12.5% increase in unique visitors to Match’s website.
The campaign was awarded the PRCA’s Corporate and Investor Campaign of the Year.