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LIFEMATES

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									LIFEMATES
MARKETING CHALLENGE
•	 Now more than ever, disillusioned online daters are returning to traditional ways of meeting new people – matchmaking. LifeMates, Canada’s #1 Matchmaker, has been preparing for this
   noticeable upsurge in interest with a massive rebranding campaign


KEY STRATEGIC INSIGHT/RATIONALE
•	 Qualitative research revealed that people these days are working long hours and don’t have the time or patience for dead-end dating. Meeting people at the bars is no way to start a relationship.
   And many online dating sites have acquired a risky reputation of being a feeding ground for virtual predators
•	 Dating requires trust and what better way to ear trust at the beginning of a relationship than receive an outside party’s stamp of approval. It’s like having a best friend introducing you to someone
   they know and vouch for, in fact, many members have compared their personal Relationship Consultants as easy to confide in as a close friend


CAMPAIGN STRATEGY
•	 The new campaign has been crafted in a way to cut through the hard sells of pressuring people to just find someone now. Finding the right person takes time. Lifemates is willing to take the time
   necessary with their Relationship Goal Guarantee, where they continue matching members until they feel they’ve met the right person
•	 The campaign headlines have been crafted almost as Haiku poems or love notes so as to prompt an immediate emotional response
•	 The new tagline is “So good together.” LifeMates’. The advertising paints thoughtful brush-strokes of what we all wish for in a
   partner- a connection that makes us feel complete
•	 The media for the campaign includes radio, outdoor billboards and transit media, subway posters, print ads in magazines
   and newspapers, as well as online display, direct mail, and a new website design - LifeMatesCanada.com


RESULTS
•	 Received over 15,000 press release view by major news publications in Canada, U.S. and Europe
•	 Organic Rankings displayed in first position on Google, Yahoo and MSN
•	 Exceeded conversion rates on microsite

								
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