For our 5,573,000 listeners aged 18-35 years old*, we wanted to create a new and exciting dating experience. we wanted to create an affordable online dating site with a strong social media presence that our audience could interact with. Flirtify has the functionality of most traditional dating websites, but with added tips, advice and inspiration for their dating journey.
So how did we do it?
The homepage had to stand out against the big established brands and compete with the smaller but popular startups. It needed to attract consumers in the 18-35 demographic, while effectively presenting our ethos, which is to create an exciting and engaging way to meet singles that’s good value, safe and stylish.We avoided traditional online dating imagery and design, instead taking inspiration from Instagram trends – creating a site rich with audience appropriate images in a contemporary layout. There were also clear links to our social media channels and a friendly infographic that helped explain to the website’s visitors what Flirtify is and what they should expect from the user journey.
In order to boost brand awareness on the week of launch, we ran a series of campaigns across a selection of Bauer Radio’s marketing channels. These included custom made on-air trails, solus concept emails, social media posts and homepage takeovers across the Bauer Radio Place portfolio. This was later supported on-air and online by Absolute Radio, KISS, The Hits and Magic 105.4. We focused on Flirtify’s key selling points; it’s mobile friendly, has an advanced search system, an online community, and all at a competitive price.
Integrated social media
As part of our on-going marketing activity, we post regularly on our blog, and daily on Twitter and Pinterest. With the aim of becoming an engaging and interactive voice in the dating industry, our focus is producing quality content, consistently. This is not only beneficial for brand awareness, but also for SEO and boosting our overall online presence.
Flirtify’s success is growing weekly and with a conversion rate (visit to basic) of over 40% we’re confident that our marketing is spot on! In the future we hope to take advantage of Bauer’s fantastic portfolio of magazine brands to help increase Flirtify’s reach and work closely with White Label Dating® on their mobile development strategy.
Katy Miller, Digital Marketing Executive at Bauer Radio
*Source: RAJAR, Combined TSA, 6 Months PE Mar 14