Dating Website Attracts 65,000 Singles with Online Campaign

Introduction

Relatieplanet is the market leading dating site in the Netherlands and Belgium. It offers free membership and is open to anyone over the age of 18 who is interested in finding a date, friend, or life partner. Using Microsoft Direct Response, Relatieplanet is able to plan campaigns in a cost-effective way. In its recent campaign, Relatieplanet acquired 65,000 new members.

Campaign Objectives

• High product awareness
• Permanent presence on the internet
• Maintain position as market leader
• High visibility that attracts new members

Creative Execution

The popularity of the Microsoft network was not the only reason behind the company’s decision to use Microsoft Direct Response - it was also because of its flexibility and cost-effectiveness. The programme helps customers advertise on the Microsoft network, where the campaign will attract the most views. It follows a simple strategy: the higher the fee that a customer pays, the more a banner is viewed. An attractive banner in combination with high visibility attracts a high percentage of traffic to the website. Relatieplanet ran a campaign from April to September 2007, using a series of moving banners that featured pictures of its members.

Results

• 810,770 clicks
• Click-conversion rate of 2.4
• 61,000 new free members
• 455,602,604 views.

Relatieplanet’s future plans are aimed at maintaining its current market position and it will be using the Microsoft Direct Response programme three to four times a year to support this.

Learn more about Microsoft Direct Response