Savage Hearts

Background

Dennis Publishing is one of the world’s leading independent publishers with a group turnover in excess of £95 million a year. Having originally partnered with Speed-Dater, Dennis saw greater opportunities for revenue growth and brand expansion on the WhiteLabelDating.com platform. It was for this reason that Dennis decided to switch providers and joined WLD in 2007.

The Challenge

After launching a dating site for their leading Alternative lifestyle brand, Bizarre, Dennis gained a strong insight into the world of online dating and established the brand as key player within the market. However, after a period of time, Dennis felt that there was a huge gap in the market in terms of alternative dating and the alt community were crying out for a bespoke network delivered by a provider they could trust.

The Solution

As dating became an integral part of Bizarre through the Savage Hearts site, both Dennis and WhiteLabelDating.com felt that it was necessary to develop and launch a niche network to cater for its unique audience. With help and inspiration from the Bizarre team, new interests and characteristics were added to the network and the homepage was given a re-design.

Business Success

Since its launch in November 2010, the Alternative Network has dramatically enhanced the user experience for Bizarre’s Savage Hearts members, which in turn has resulted in increased conversion rates and revenues. Members have responded to the changes very well.

Dennis Interactive comments: “You only have to look at the figures to see that the introduction of the Alternative Network was a key investment for Dennis and WhiteLabelDating.com. The launch has had a huge impact on the dating market and has cemented Savage Hearts’ position as the number one ‘Alt’ dating brand in the UK”