To position Match.com as the leader in the online dating industry, while educating consumers about the benefits of online dating.
LCI educated consumers about the benefits of online dating, minimized fears by promoting safety factors and building trust in the Match.com brand. LCI positioned Match.com as the romance experts by creating a position within the company – VP of Romance. Using seasonal campaigns, LCI capitalized on media coverage providing interesting news angles. LCI also implemented creative public relations strategies including movie and holiday tie-ins.
Resulting media coverage included placements in all major top tier media including The Wall Street Journal, People, New York Times, The Today Show, 48 Hours and more.
Match.com’s valuation growth increased 1,100% in three years. New member users exceeded 300,000 per month with actual profiles (those entering data on Match.com) exceeding 1.8 million. In one month alone, estimated dollar value of media placements exceeded $1 million.