Lovestruck: Lovestruck Here
Launch date: 26th December 2012
Unlike the majority of online dating brands, Lovestruck is still a relatively new name in the sector, with a modest advertising budget as compared to that of competitor’s. Having previously used out-of-home, radio, press and online, we wanted to expand the media reach through the use of TV in order to acquire higher market share and gain market cut through.
Lovestruck’s competitors are well established; with higher media and creative marketing budgets (on average six times greater than that of Lovestruck). To overcome this, adconnection used strategic insight and clever planning to meet targets, which included:
- Growing the Lovestruck membership base
- Increasing overall revenue
- Delivering brand cut through at a fraction of the cost of competitors
Strategy and details of activity
In order for TV to be effective, adconnection concentrated the TV budget on Channel 4 London, achieving higher SOV in this targeted medium.
- Sophisticated data available through BARB enabled audience profiling, and care was taken to select a programming mix that would build coverage and reach within the target demographic.
- Prior to campaign commencement, website traffic patterns from the past three years were analysed. It was identified that viewing habits changed over the holiday (26th Dec - 2nd Jan), with a unique opportunity to reach our usually-working target audience during the day and benefit from favourable price variation according to daypart. To capitalise on this, the campaign was front-weighted, with more budget assigned to the first 7 days of its 18-day duration.
- The day of week on which NY’s Eve fell was key to predicting social behavioural patterns. Working back from this point, adconnection identified when "single professionals" would be watching TV and likely to respond to marketing communications.
- Spots were planned up until "going out" time and during hangover "downtime" the following morning.
- January 3rd saw the audience resume normal working patterns. Programming shifted from daytime slots to peak and post-peak times, targeting the audience after they arrived home.
- £1.42 profit was achieved for every £1 spent, with a 90% increase in revenue year-on-year. This is substantial return when considering the high consumer turnover rate and short lifetime value of the online dating sector.
- 128% increase in registrations, 42% increase in subscriptions.
- As of January 13th January 2013, the Lovestruck Facebook page had 32,304 ‘Likes’, compared with 11,027 ‘Likes’ for competitor Match.com, amounting to nearly three times the number of ‘Likes’ achieved with a tenth of the marketing funds.
- Evidence of improved market share can be seen in Lovestruck’s nomination for several industry awards based on 2012/13 marketing efforts. These were: National Business Awards UK 2012 – finalist; iDate Awards 2013 – Best Up & Coming site category finalist; iDate Awards 2013 – Best Marketing Campaign category finalist"
Despite a significantly lower budget and prior brand awareness, the ambitious targets set at the beginning of the Lovestruck TV campaign were not only reached but substantially exceeded. In addition to accomplishing significant growth in market share of voice, Lovestruck can now identify as an industry leader in the London dating market. The evidence of this goes far beyond campaign data. One only needs to attend one of the brand’s regular event nights, or scroll through a Lovestruck social media channel to appreciate the impact the brand has had on the London dating scene. From humble beginnings as an industry lightweight, Lovestruck has now successfully established itself as a prominent, reputable, and (most importantly) fun place, where busy people click.
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