We Fell In Love With a Data Campaign
The Cutline team is often on Slack discussing the ever-evolving trends of modern dating, whether it’s debating a wacky TikTok trend claiming to prove whether your partner is The One or figuring out what the new relationship term ‘living apart together’ means. These fun conversations are all part of our work with eharmony, which includes one of our favorite campaigns to work on: Dating Diaries.
eharmony has been at the forefront of helping people find real love for over 20 years. To say they’re the expert on dating and relationships would be an understatement. eharmony celebrates the passions, quirks, and vulnerabilities that make us who we are, and they aim to help daters find authentic relationships where they can fully be accepted with someone who gets them. We wanted to find a way to put eharmony’s expertise and approach to finding real love at the forefront of the latest conversations around dating trends. With eharmony, we created the Dating Diaries campaign: a series of data reports we release throughout the year, each with their own specific theme related to dating, such as honesty, careers and even heartbreak.
Dating Diaries has all the elements that make a campaign fun to work on, but more importantly it also has all the right pieces to be successful. Here are few reasons why we found true love with eharmony’s Dating Diaries campaign.
We’re able to create news and insert our client into existing conversations.
We have a blast brainstorming the report topics based on the interesting, controversial and unique dating, relationships and sex conversations in the cultural zeitgeist, especially among media. By leveraging fresh and relevant survey data, we’re able to insert eharmony into those convos.
We have knowledgeable and talented relationship experts to offer.
We’re lucky to have eharmony’s dating and relationships experts who are great with media and can provide helpful insights and tips that are relevant to our report findings.
We’re able to show eharmony is a dating app leader.
As one of the original dating platforms, we get to use the regular cadence of our Dating Diaries reports to reinforce that eharmony is the authority (and a media resource!) for all things related to love.
We have smart and creative clients who love to embrace new ideas.
Our partnership with eharmony over the last three years has been all about embracing new creative strategies and pushing boundaries. Together, we thrive on trying out fresh ideas, learning from them, and enjoy having fun live brainstorms with each other. The Dating Diaries campaign is just one example of our creative collaboration.
We’re able to land amazing stories!
Of course, the most important part of the campaign is the results. All of the bullets above have helped us find success, even long after the report has published. Here are some Dating Diaries stories we’re proud of: AskMen, Cosmopolitan, Hypebae, Insider, Mashable, New York Post, PureWow, The Knot, The Everygirl, among others.
We’re looking forward to our next Dating Diaries report with eharmony later this year, and we’re already brainstorming ways we can continue to push the envelope and try new things to continue building on our success.