CASE STUDY: match.com and Sky AdSmart
Provided by Sky Media
match.com drive incremental registrations with Sky AdSmart with 30,000 incremental registration delivered.
What was the Challenge / Background of the Campaign?
match.com is one of the UK's best known online, subscription based dating and relationships service. Sky AdSmart enabled match.com to focus their activity on single occupancy households and homesharers. Targeting of this nature provided increased audience efficiency by excluding family households and couples living together as married
What was the Campaign Objective?
- A national campaign targeting those more likely to use a dating site
- To measure incremental registrations across a period when we could easily isolate the Sky AdSmart effect
- Reduce the risk of the comparatively high CPT by using another Sky Media service - Shared Reward, whereby 50% of the campaign cost was based on hitting performance targets.
What was the Solution?
match.com used pre-existing TV creative, communicating brand benefits.
The campaign ran from the 1st to 30th November 2014.
What were the Results?
The Sky AdSmart campaign was hugely successful in driving incremental registrations across the campaign period:
match.com supplied Sky AdSmart with registration data post campaign. This information and results gained through Sky's Analytics meant the following results were found:
Sky AdSmart delivered 33,487 incremental registrations in November.
12.6% up versus initial forecast of incremental registrations driven by the activity (base line forecasts for the same period were 3% down)
What were the Key Learnings of this Campaign?
"We were unsure of the value of Sky AdSmart, so Sky's offer of partnering in a test campaign under a shared reward scheme gave us the confidence to proceed - the results exceeded our expectations and we are looking forward to working with Sky to build on that success." Jeremy Corenbloom, Marketing Director, match.com.