User engagement typically drops around Christmas and New Year as people favour spending time with their families rather than being online. But not at White Label Dating! To tackle the predicted drop, our White Label Dating comms team created several Christmas and New Year’s offer and campaigns to boost activity and drive engagement on our sites.
To maintain user’s attention in the run-up to Christmas, we ran a ‘Popularity Competition’ to get members to improve their profiles and achieve more winks. The £250 cash prize incentivised users to update and complete their profiles. The competition was successful in driving engagement and increased the rate of profile completions by 32%.
To further encourage engagement, we ran a Christmas Free Read offer, giving users free access to their inbox for 36 hours. The offer ran over Christmas Eve and Christmas Day and generated an impressive 33% increase in members online prior to the offer. Over the two days, the campaign drove high engagement and subsequent revenues.
Our Christmas offer which ran across all packages, countries and networks proved to be very popular and generated large revenue, doubling the number of upgrades.
To keep engagement high going into the new year, we also ran a New Year discount offer on all packages in all networks and countries. This offer was valid until 4th January and resulted in a 25% increase in upgrades. Like the previous Free Read offer, the New Year Free Read campaign resulted in a 33% increase in peak members online.
The White Label Dating comms team were successful in creating effective campaigns to engage our users and keep activity high during typically lower activity periods. They will continue coming up with creative offers throughout the year and are already working on Valentine’s Day campaigns to make the most of the most romantic holiday of the year.