Manchester-based communications agency Hendrix Rose PR has been appointed by Chapter 2 Dating and has already helped the company achieve its highest revenue month to date.
Founded by widow and entrepreneur Nicky Wake, Chapter 2 is the UK’s only dating platform specifically created for widows and widowers. Hendrix Rose PR was appointed to raise awareness, increase engagement, and position the brand as the leading voice in second-chance love.
The agency recently launched a powerful campaign around the challenges and triumphs of dating after loss, which resulted in Chapter 2’s highest-ever subscriber growth.
Timed to coincide with the release of Bridget Jones: Mad About the Boy, the campaign drew cultural parallels between fiction and real-life widowhood. It was underpinned by original research from Chapter 2 members, revealing the emotional complexities of dating after bereavement. The resulting insights, covering themes such as emotional guilt, intimacy, and rediscovering identity, formed the basis of a nationwide media and awareness push.
Over the two-month period, organic search traffic increased year-on-year by 154%, referral traffic rose by 75%, and new users increased by 127% year-on-year.
Following the campaign’s success, Hendrix Rose PR has now expanded its remit to include WidowsFire, Chapter 2’s sister platform dedicated to exploring intimacy and identity after loss. The agency is also supporting Nicky Wake’s personal brand and communications for her next venture, SoberLove, a new dating app designed for the sober and sober-curious community.
Gemma Eccleston (left), managing director at Hendrix Rose PR, said: “We’re proud to champion a female-led tech company and help bring Nicky’s visionary platforms to a wider audience. The success of our recent campaign is testament to the power of insight-led, emotionally intelligent communications and the strength of stories rooted in purpose.”
Nicky Wake (right), Founder of Chapter 2 Dating, WidowsFire and SoberLove, added: “Hendrix Rose has already delivered some outstanding results for us, leading to our highest performing months for subscribers since we began working together. By truly understanding our purpose, their insight, empathy and creativity are helping to bring our story to life in a way that resonates with both press and the people we serve. I’m looking forward to expanding on our work together.”
