Efficiently engaging singles

eHarmony

Advertiser

Hootsuite

Marketing Partner

Success Story

The online matchmaking service used Facebook Marketing Partner Hootsuite to organize and optimize its Facebook and Instagram ad workflow, resulting in a 65% increase in subscriptions.


65%

increase in subscription conversions

20%

reduction in time spent on ad workflow

50%

increase in creative production


Their Story

Organizing online dating

Recognizing the benefits of an online community, clinical psychologist Dr. Neil Clark Warren founded global online dating site eHarmony in 2000. The brand has since partnered with social media management platform Hootsuite to scale its resources and improve online conversions.


Their Goal

Optimizing its social strategy

eHarmony wanted to optimize its social media campaigns, with the ultimate goal of increasing subscriptions. The matchmaking service also wanted to create engaging content and connect with potential customers more efficiently, and prove the value of social media engagement.


We were really excited to compare the results of posting unique, creative content that our audiences would enjoy on our Page with a more traditional digital ad campaign. Being able to track the results on such a granular level justified our efforts.p.

-Kerianne Mellott, Director of Social Media, eHarmony


Their Solution

Powering connections

eHarmony wanted to engage with its audience through both organic Facebook Page posts and ads. It worked with Facebook Marketing Partner Hootsuite, a social media management platform, to help it reach potential new subscribers and get them interested in the service, and better evaluate the best-performing posts to promote as boosted posts.

Optimizing content
The brand’s social media specialists developed unique Facebook posts using images and copy that typically enhance engagement on social media: emojis, memes and humor. Using the Hootsuite platform, eHarmony scheduled, managed and monitored every post it created across both Facebook and Instagram, all in one convenient dashboard.

Improving conversions
The online matchmaker integrated Hootsuite’s analytical tools to track the performance of its online posts, and boosted posts that attracted the highest audience engagement.

Connecting with potential customers
In addition to planning, organizing and managing its posts with Hootsuite, eHarmony also used the tool to respond to questions and comments left on each post, boosting its response rate to 84%.

Proving social media’s worth
The brand not only used Hootsuite to better reach and connect with potential customers, but also tracked all the data coming from its social media marketing, and proved that Facebook drives more subscriptions than any other digital channels.


Their Success

Suite success

15241068_340182656352058_6028524840942567424_nBy partnering with Hootsuite, eHarmony is not only able to better reach its audience on Facebook and Instagram, but it has also proved the value of audience engagement. Its ongoing campaign, which began in December 2014, has achieved:

  • 65% increase in subscription conversions
  • 20% reduction in time spent on ad workflow
  • 50% increase in creative production