A case study on how a partnership with LOVEFiLM helped Newsquest’s dating service.

Background

Having enjoyed success with a similar exercise early in 2009 – believed to be the first of its kind for a dating service - g8wave approached LOVEFiLM’s partnership marketing agency to discuss sponsorship of the Two’s Company service in Newsquest’s 33 London titles.

The chief objective was to use LOVEFiLM’s branding and the presence of an added value offer to attract new readers - and prospective daters - to the dating page and increase the length of time that they spent looking at the page.

In turn, LOVEFiLM would receive brand exposure worth over £200,000 in the 33 titles, with their combined readership of over 2 ½ million.

Execution

g8wave redesigned the Two’s Company dating page to incorporate the LOVEFiLM branding whilst maintaining the service’s own identity.

LOVEFiLM provided a free 30-day subscription offer for every Newsquest reader, as well as two free cinema tickets, redeemable by visiting a dedicated Two’s Company landing page on LOVEFiLM’s website.

Depending on the subscription package taken and the cinema visited, this offer represented up to £40 of added value for every reader.

The branded page, including the offer, ran as a full page insertion in Newsquest’s London titles for two weeks, with online support on the newspapers’ respective websites.

Analysis

Once the campaign had finished, g8wave compared the two weeks of the LOVEFiLM campaign with the two weeks prior.

They looked at the effect that the LOVEFiLM branding and offer had on the Two’s Company dating service overall, looking at the average difference in performance on each part of the service and noticed a significant improvement during the campaign period.

Results

It’s worth noting that during the campaign, the presence of a sponsor meant that there was more of an onus on the newspapers to print the page, leading to an increase in the insertion rate.

The analysis showed that the LOVEFiLM branding and offer had a positive effect on:

The total number of calls (+26.49%)
The total call length (+29.17%)
The total revenue generated (+29.79%) Based on these figures, g8wave consider that the LOVEFiLM partnership had a positive effect on the Two’s Company service and we are currently discussing with them the possibility of running a similar campaign across the entire Newsquest Group.

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