Uniform Dating – Media Campaign – Quick Growth Case Study
Uniform Dating was dating site set up by an Ex London Police Officer for uniformed personnel who are often in shift work and unable to meet people for dates.
The site had been advertising for 2 years on Television with spends of around £30,000 per month, but were failing to grow the number of paid joiners and subsequently increase their returns.
Media Campaign started working Uniforms Dating initially on Smart Segmentation of UK Television audiences and linking this with a detailed ROI response attribution system to give a detailed analysis of the impacts needed per joiner (IPJ).
Within two months we had massively reduced their cost per acquisition (IPJ), lowered the CPT and allowed them to increase their investment in advertising by 500%. By constantly analysing ROI data against TV Spots, Channels and Genres and changing audiences regularly, we were able to minimise Impacts Per Joiner and ultimately customer types, thus increasing yields across the board.
Within two years Uniform Dating were spending £300,000 per month on Television, linked with a planned online PPC campaign. Now with very profitable returns, the owners of the company were able sell the business for an 8 figure sum to Cupid PLC. Media Campaign, subsequently re-pitched and won the Cupid buying account after the completion or the sale.