ABOUT

London-only operators in a highly competitive and established online dating industry, appointed adconnection to manage their recent extension into television advertising. The objective was to establish an additional channel to encourage cost-effective sign-ups, as well as act as a challenger brand to higher spending contenders.

INSIGHTS
The majority of online dating brands have deep pockets and a long heritage. The biggest players in the industry are well established across the board; with markedly higher media and creative budgets to Lovestruck’s. We had to create a campaign impactful enough to stand out amongst the crowd, reinforcing television as a cost-effective medium for the London-only brand.

SOLUTION
To overcome Lovestruck’s modest test budget, we arranged a partnership with Channel 4 (C4), allowing us to conceive an exclusive proposition with the best converting and demographically relevant audience. The benefits of the partnership were numerous. In addition to enabling us to hand-pick the airtime, we also collaborated with the C4 marketing team to ensure that the advertisements maintained a uniquely ‘C4’ feel. The ads ran in-break with the actual voiceover of the C4 continuity presenter, and featured an exclusive C4 offer at the end, allowing for 100% campaign measurability.

We concentrated on securing spots during the ‘key dating season’ (26th December - 2nd January), with the aim of positioning Lovestruck as a highly prominent brand despite it being the companies’ first television venture. Taking into account the emerging dual screen trend, we implemented complimentary, visually consisitent mobile and online activity to support the TV campaign, with a particular focus on ‘re-targeting’ users who had left the Lovestruck site before completing the ‘sign-up’ process.

RESULTS
The campaign achieved a 90% increase in revenue year-on-year - a result that put Lovestuck on the map in a highly memorable, efficient, and cost-effective way.

Adconnection continues to deliver stand out results and optimise cost-effective subscriptions for Lovestruck in a crowded market as a sophisticated, clever brand at a fraction of the media investment of its competitors.

MADEIT CREDITS

Lovestruck Here

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