Case Study: Match Media Group pivots in a crisis with GWI

Match Media Group - Customer Case Study

Match Media Group, the dating media company behind brands like Tinder, OKCupid, Plenty of Fish, Hinge and Match.com, needed to understand how the coronavirus pandemic was changing singles’ behavior so they could pivot their advertising strategy in the right direction. Working with GWI’s core attitudinal and behavioral research across 46 countries, they set out to identify which trends were temporary and which would outlast the crisis.

Using GWI’s ongoing coronavirus research and recontact surveys, Match Media Group created data-led newsletters and audience insights to guide partners toward the most relevant opportunities, including video dating, home fitness, food delivery, and brands with purpose-led messaging. The data helped them spot rising engagement across their platforms, including April daily messages being 27% higher than the last week of February and 35% higher for users under 20, enabling more targeted, timely advertising recommendations backed by measurable audience trends.

Match Media Group

Divya Lakhati

Market Research Director