What is Chemistry.com?
Chemistry.com welcomes those who are seeking a serious relationship based on their own personal goals – perhaps it’s marriage, perhaps not. And it connects those people in an environment that combines privacy with a superior matching system that transcends “compatibility�? and seeks out chemistry.
What’s happened to get it where it is today over the past year or so?
Chemistry.com launched in February 2006 and over the past year, we built the business organically allowing us to learn so much from our customers along the way. Currently, more than 2 million people have registered on the site and we have had more than 350,000 first dates in the past 6 months.
We’ve had great success matching people based on individual chemistry, and that’s because our system was developed by Dr. Helen Fisher, the acclaimed biological anthropologist. Dr. Fisher used her research into brain science to create the Chemistry.com profile, which captures deep personality characteristics that yield chemistry-inspired matches.
Who is on Chemistry.com?
While people of all ages are flocking to Chemistry.com, if you pressed me, I’d say that most people here are older than thirty and younger than 55.
What does “Come as you are” mean?
We believe that consumers care deeply about what a brand stands for, and what its values are. That’s especially true when it’s a place that brings people together. This campaign introduces a philosophical difference between Chemistry.com and eHarmony — its largest competitor — into the dialogue. Chemistry.com doesn’t have a check list of criteria, we invite everyone to come as they are.
What goes into creating an ad campaign?
Looking inward and outward. Inward, to understand what needs consumers have that aren’t being satisfied. Outward, to look at trends and social forces that shape the way consumers perceive brands.
Why did you choose Hanft Raboy?
We chose Hanft Raboy & Partners because they are a fiercely independent advertising agency that is agnostic to media. They represent Match.com; you’ve recently seen their work with the “It’s Okay to Look�? campaign.
What media are addressed?
This is an integrated campaign that includes national TV, print and a strong online presence including the “Great Mate Debate.�?
Where will it run, for how long?
TV will run on NBC for 5 weeks, you can see ads run during shows like The Office, SNL, Heroes, Access Hollywood, etc. Print ads will run for 4 weeks in People.
Here are the links the TV spots on YouTube:
Dear John, Small Things, Still Gay, Five for Free, How Happy.
Chemistry Print Ads (392k PDF).
What about the feedback loop and paying attention to customers
We receive hundreds of customer calls a week. I am in close communication with the teams who are talking to customers everyday. Not only do I sit in on the calls to really listen and understand both the complaints and success stories, but I also read through every customer comment each week.
Thanks Mandy!
More conversation with new Match CEO Thomas Enraght-Moony and Mate1 coming soon.
