64% of internet users don’t use online dating. Match.com wanted to launch a new television advertising campaign to increase sign up rates. They were trialling four creative concepts for the campaign and looked to Happen to help them identify which insight resonated the most with rejecters of online dating.
What we did
While it is assumed that women put in a lot of preparation for a date, Happen also explored the lesser known pressures on male daters in online dating arena. We discovered that by emphasising with the tension felt around the build up of all the different stages of online dating, from first email onwards rather than just the date itself, we were able to better alleviate the anxiety felt by rejecters of online dating.
Match.com rolled out on their most successful acquisition campaign in April 2012 with Florence and Helen ahead of their dates and supported by the claim 1 in 5 relationships start online.