EHARMONY’S OBJECTIVES
• Integrate push notifications as part of Leap Day campaign
omni-channel mix
• Share a real-life eHarmony success story
• Drive additional user engagement and encourage users to
communicate with prospective matches
eHarmony is a relationship site designed to connect
singles for the reasons that really matter, with members
in 150+ countries. As the number one trusted relationship
site for like-minded individuals, users fill out a proprietary
questionnaire and receive curated potential matches.
EHARMONY’S LEAP DAY MARKETING CAMPAIGN
Irish tradition suests that women could ask men for their hand
in marriage on Leap Day. Through a survey, eHarmony found
that one in 30 U.K. women who were currently dating or in a
relationship planned to pop the question on this special day.
“We love to share our clients’ successful stories in our marketing
— content marketing is a huge focus for us,” said Tracy Kobzeff,
senior director of acquisition and product marketing at eHarmony.
“We thought an omni-channel Leap Day campaign featuring a real
life story would be a fun way to showcase one of our successful
couples and our point of difference.”
For the campaign, the matchmaking company teamed up with
eHarmony user Caroline, who had been with her eHarmony
match, Neal for six years. Following the Irish tradition, she wanted
to propose to Neal on Leap Day, and the eHarmony team helped
her create a surprise proposal that would be caught on camera.
eHarmony’s Leap Day
Marketing Campaign
Leads to Engagement In
More Ways than One
CASE STUDY
DESCRIPTION
eHarmony is the number one trusted
relationship site for like-minded individuals,
designed to connect singles for the reasons
that really matter, with members in 150+
countries.
CHALLENGE
Integrate push notifications as part of Leap
Day campaign omni-channel mix while driving
additional user engagement and encourage
users to communicate with prospective
matches.
SOLUTION
By using Airship Mobile App Engagement,
eHarmony sent targeted push notifications
with a call-to-action to 20k users for their
Leap Day campaign.
RESULTS
More than 17% of recipients directly
opened the push notification to tune in to
the proposal, demonstrating a 72% higher
engagement rate vs. average.
USING PUSH NOTIFICATIONS TO DRIVE
TARGETED ENGAGEMENT AS PART OF AN
OMNI-CHANNEL STRATEGY
The Leap Day campaign included multiple channels,
including TV spots (a televised proposal and a teaser
prior), public relations outreach, SEO, and social
media, as well as a push notification.
The campaign-related push notification targeted
20,000 total eHarmony users, which included U.K.-
based paid subscribers as well as active and expired
users with free accounts who loed into the app
within the past 30 days.
The push notification included a call-to-action to
watch Caroline proposing, which deep-linked to a
landing page in the app where the user could watch
the video.
The result: more than 17% of recipients directly
opened the push notification to tune in to the
proposal, demonstrating a 72% higher engagement
rate vs. average.
One-third of eHarmony users communicated with a
match within 12 hours of receiving the notification
and some users engaged even further with the app
by uploading a photo — a micro-conversion action
that indicates a renewed interest in meeting their
potential match.
“When we saw the results push notifications had
garnered, it instantly validated using this channel as
part of our marketing mix,” Kobzeff said. “By using
Urban Airship Mobile App Engagement, we were able
to segment our audience and deliver the message
flawlessly. In doing so, users took decisive steps
towards connecting with matches.”
With this campaign, eHarmony knitted together
different channels to tell a unified story across
different mediums. By using mobile messaging as
a driver to tune in to the live proposal, they were
able to catch those who may not have seen it on a
television or their desktop, and tap into their most
active audience.
It also drove users back into the app, aiding retention
efforts while also encouraging users to find their
match. Unlike most dating companies, eHarmony
does not view a user who becomes inactive as a
negative, as its core goal is helping people find
compatible matches and their hopeful lifelong mate.
USING MOBILE MESSAGING TO
COMMUNICATE MATCHES
Beyond Leap Day, the eHarmony app gives users an
easy way to view and chat with matches on the go.
With the app, users can sign up and receive highly
compatible matches for free. Push notifications serve
↑72%
Higher engagement rate for the
Leap Day campaign compared to
eHarmony’s typical campaigns.
RESULTS
1 in 3
Users communicated with
a match within 12 hours of
receiving the push notification.
eHarmony’s Leap
Day campaign
employed an omni-
channel approach,
including a push
notification sharing
the live proposal.
©2019 Airship • +1 855 385 3155 • +44 (0)300 303 8796 • AIRSHIP.COM
“By using Airship Mobile App
Engagement, we were able to
segment our audience and deliver
the message flawlessly. In doing so,
users who received the message
took decisive steps towards
connecting with matches.”
TRACY KOBZEFF,
SENIOR DIRECTOR OF ACQUISITION AND PRODUCT MARKETING,
EHARMONY
as the main communication channel and an easy way
to share tailored messages with specific sub-groups
of its audience.
The app serves up push notifications about new
matches, as well as promotional push notifications
that are targeted to specific user types and/or
specific geographic regions.
eHarmony uses location-targeted push notifications,
as well as messages targeted to specific audiences
about particular events or promotions, in hopes of
helping users find the perfect match.
“By using segmented, location-targeted push
notifications, we’re able to provide updates to our
users and encourage them to stay active in the app,”
Kobzeff said. “It’s a great way to feed our ultimate
goal of helping our users find lifelong companions.”
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