WE Buchan was contracted by Australia’s most trusted dating site, eHarmony, to revitalise its PR strategy to effectively address numerous challenges such as the growing popularity of free dating-based apps and outdated perceptions of the site. The brand needed a communications program that had stand out power and would communicate its key messages around dating and compatibility in an authentic and relevant manner.
WE Buchan worked with eHarmony to secure eHarmony’s first ever celebrity ambassador; host of the Biggest Loser and international model, Fiona Falkiner
To provide her with the best chance of finding love, we set up a date school with a psychologist specialising in relationships
WE Buchan also developed a 2016 Relationship Report to support the story of Fiona’s journey with strong data angles.
An integrated campaign of paid, earned and owned media was developed to amplify Fiona’s role including video content and blogs by Fiona on eHarmony’s channels, a radio partnership and the opportunity to follow Fiona’s journey on social media via the hashtag #feedates