JustSingles.com launches first integrated campaign, seeing a 75% increase in registrations as TV ad aired
JustSingles.com, the title company for a string of niche online dating websites, has unveiled its first TV ad as part of a new integrated campaign.
Created by The Picture Production Company, the first 30-second ad aired on Sunday morning, 5 January, on E4 and will continue for three months initially with TV spots across E4, MTV, Sky Atlantic and ITV2 amongst others.
The integrated campaign spans SEO, PPC, mobile, YouTube and social media channels, coinciding with the relaunch of the entire JustSingles.com portfolio, which includes sites such as JustSeniorSingles.com to JustGingerSingles.com
Richard Gale, commercial development director at parent company, Global Personals, said: “The launch of our first TV advertising campaign comes at a crucial point in Global Personals’s lifetime. As online dating continues to become an increasingly competitive and populated landscape, our commercial brands and partners alike are leading the way in dating innovation. The mass marketing one-size-fits-all approach to dating has long dominated the online dating mainstream.
“Consumers are now a lot more savvy about what they want and need a tailored dating service. JustSingles.com saw a 75 per cent increase in registrations across its portfolio in the first 24 hours after the campaign aired, demonstrating that 2014 is the year when niche dating will make it into the mainstream.”
Media Campaign handled the media planning and execution of the activity.