AND Advertising Network
Domino's Pizza - Campaign demonstrates online ad effectiveness of AND’s dating sites with a 224% increase in purchase behaviour following campaign.
Background:
AND’s dating brands -run through Allegran ltd - are the UK’s number one dating company with a 24% market share. They cater for all types of online dating from the serious relationships to fun chat.This makes then a perfect place to reach a large receptive audience.
The research in this instance was concentrated on 2 of the larger sites within the portfolio- Loopylove and Girlsdateforfree.
Campaign Objectives:
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Promote “Hot Stuff”
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Change brand perception
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Increase ‘call to action’
Implementation:
Random respondents were recruited via an overlay served on each site. Each overlay script captured cookies allowing us to identify those respondents who were exposed to the campaign. From this a control and exposed audience was achieved.
At the end of the campaign both groups were surveyed about their awareness and attitudes towards the “Hot Stuff” brand and any lifts were attributed to the online campaign.
Results:
AND’s Ad Solutions team, with the help of independent research specialists measured the branding effectiveness of the online activity.
The campaign successfully reached the target audience of 18-34 year olds:
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Robust sample sizes - 1,074 respondents
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Average age group 28.3
…and shifted key branding metrics:
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Spontaneous brand awareness increased by 19%
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Campaign awareness increased by 134%
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Purchase behaviour increased by 224%
Summary:
Loopylove and Girlsdateforfree successfully shifted key branding metrics and supported overall brand marketing efforts.
"The Domino's campaign confirms that our family of dating brands provides an excellent platform for brands to engage with consumers.” Kelly Brough, CEO Allegran
“We were extremely pleased with the results of our campaign on Loopylove and Girlsdateforfree. The campaign successfully supported brand marketing efforts, and was a great fit for the Domino's “Hot Stuff brand.” Gavin Reeder, Head of Digital Strategy, BLM Quantum
For more information about how the AND Advertising Network can help you, please telephone 020 7752 8989.
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