happn keynote

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