Overview
Dating.com is at the forefront of the online dating world, offering an unmatched global reach. Launched in 1993, Dating.com covers more than 32 countries and offers the technology that lets members take dating further than ever. Through this approach, the platform offers the most direct and successful way to meet singles anywhere in the world.
5W was tasked with building awareness for Dating.com in the consumer arena. 5W sought to raise awareness for the online dating giant by leveraging Maria Sullivan as a dating and relationship expert for opportunities that would connect her with a consumer audience by inserting her into trending news and conversations within the mainstream media and creating and executing monthly data initiatives to leverage for media.
Strategy
5W launched an all-encompassing media relations strategy aimed at establishing Dating.com as a leading dating platform as well as positioning Maria Sullivan as a thought leader and dating expert in the dating and relationships landscape. Through monthly data initiatives and expert commentary opportunities, the team was able to achieve this goal.
Results
5W secured placements for Dating.com across a variety of mainstream lifestyle and entertainment outlets, resulting in over 3.1 billion media impressions within the first three years of partnership. Placements included feature and data stories, expert commentary, and timely news stories in The New York Times, CNBC, Insider, TODAY, Page Six, Business Insider, New York Daily News, Life&Style, Refinery29, CBS This Morning, and many more.
