happn keynote
TRANSCRIPT
Situation Analysis
Launched: February 2014PARIS LONDON BERLIN MADRID BARCELONA NEW YORK
1.2 million users 130,000 London
VS
Purpose & Objectives
RAISE AWARENESS
CALL TO ACTION
MARKET SHARE
SHORT TERM LONG TERM
PURPOSE AND OBJECTIVES
Understanding& Strategy
18-35
Single Hotspot London
Female targetLOT
LOT
LOT
SHY
SHY
SHY
WM
WMWM
Target: Influencer
Recommend: Shy friend (SHY)
Recommend: Lack of time friend (LOT)
Recommend: Wrong moment friend (WM)
18-30
Male target
25-35
Strategy
Pre-CommercialCommercial
(Female Target)
Press Advertisement (Male Target)
TV
9pm
TV
Press
413,000 readership84% male33 years
79,369 income125,090 circulation
54% single
287,405 readership77% male38 years
114,913 income57,497 circulation
35% circulation subscribe
Success
1.5%
AWARENESS
KNOWLEDGE
LIKING
PREFERENCE
CONVICTION
PURCHASE
40.7% singles18,545,156 aged 18-35
7,547,879}
113,218 = 87%
YOUR CHOICE
Extensive Analysis & Research
Integrated Campaign with time lag
Based on actual behaviour
Influencer modelTV Commercial
& Press AdCall 2 Action focus
THANK YOU
Q&A
APPENDIX