THE SINGLES MOVEMENT for PARPERFEITO

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THE SINGLES MOVEMENT

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Industry Dating agencies
Media Promo & PR, Case study
Released July 2012

Credits & Description

Category: Best Use of Media Relations
Advertiser: PARPERFEITO
Product/Service: ONLINE DATING SERVICE
Business Associate: Melissa Sayon (Sing Comunicacao de Resultados)
Account Manager: Tatiane Dantas (Sing Comunicacao de Resultados)
Senior Account: Fernanda Monteiro (Sing Comunicacao de Resultados)
Business Associate: Vania Gracio (Sing Comunicacao de Resultados)
Chief Executive Officer: Claudio Gandelman (Match Latam (ParPerfeito's owner))
Business Development Manager for Latam: Clarissa Assumpcao (Match Latam (ParPerfeito's owner))
Advertising Coordinator: Rita Cunha (Match Latam (ParPerfeito's owner))
Media placement: Media Relations Campaign - Jornal Da Tarde, Vip Magazine, Women's Health Magazine And So On - 01 March 2009
Media placement: The Singles Movement On Twitter - Online Media - 20 April 2009
Media placement: The Singles Movement On Orkut - Online Media - 27 April 2009
Media placement: The Singles Movement On You Tube - Online Media - 27 April 2009
Media placement: The Singles Movement Event - Rio De Janeiro - Online, TV And Radio - 15 May 2009
Media placement: The Singles Movement Event - Sao Paulo - Online, TV And Radio - 17 May 2009
Media placement: Media Relations Campaign - Epoca Magazine, Veja Etc - On Going

Summary of the Campaign
Recognising the need for innovative brand marketing, the online dating service ParPerfeito turned to a Brazilian PR agency to creatively differentiate itself from the competition, increase awareness and attract new users. By combining a massive media relations program, offline events in two different cities, social media buzz and a website, the Singles Movement (aka Movimento dos Sem Namorados in Portuguese) rapidly became a viral online subject. Plus: the Singles Movement turned out to be the biggest no-brand campaign ever taken place in Latin America. As a result, by Dec 2009, ParPerfeito saw national buzz reaching 658 million impressions and attracted more 4.9 million of users, a 35% increase.

The Goal
- Elevate ParPerfeito awareness through media outreach by directly communicating functional service benefits - Drive media and consumer awareness of Singles Movement (Movimento dos Sem Namorados in Portuguese) - Drive traffic to www.parperfeito.com.br and www.movimentodossemnamorados.com.br to increase new user registrations. Target Audience: According to the IBOPE Nielsen Online data, there were 62.3 million Internet users up to 16 years old or plus in Brazil (Jan 2009). By that time, ParPerfeito users totaled 14 million, including 41% with age ranging from 25-35. Since there was a potential market to be explored, our PR team decided to keep focusing on this target.

Results
716 media placements totaled more than 658 million impressions, with an ad value estimated in $5,000.000: Print: 182 articles TV: 67 segments Radio: 33 segments Online media & Blogs: 434 placements The Singles Movement website received 25,000 registers in only 10 days. Protest marches gathered 500 people in Rio de Janeiro and 3,000 in Sao Paulo. The social media buzz got 1,500 members on the Orkut community and 44,500 views on the You Tube Channel. The daily number of new users on ParPerfeito’s website grew 40% in May. ParPerfeito saw the number of its Brazilian users jump from 14 million (Jan 2009) to 18.9 million on Dec 2009, a 35% increase. Results totally overcame the expectations: ParPerfeito partnered up with our agency for another year, and for 2010 we are already planning a bigger edition of the Singles Movement, which will take place in 4 different cities.

Execution
Media Relations: A massive media campaign began using different approaches. Announcing corporate initiatives, by introducing the ParPerfeito CEO as an expert on 'online dating advice' and arranging individual luncheons with the editors of key publications; creating the 'Definitive Guideline for Online Dating'; encouraging selected journalists to use ParPerfeito’s service; turning loyal users into spokespeople when appropriate. Promoting the Singles Movement: Our PR team pitched the press as much as possible creating expectations for the marches and driving people to the Singles Movement website, Twitter, orkut community and YouTube page. On Friday, May 15, the Singles Movement took place in Rio de Janeiro city gathering 500 people. The massive press coverage worked as a warm up for the next march. On Sunday, May 17, the Singles Movement took place in Sao Paulo city, inside a public park. 3.000 people joined the protest march.

The Situation
In October 2008, social networks were ranked as the number 1 most used service by Brazilian Internet users. On top of that, 25% of Brazilian web users stated they had already fallen in love online, but still not all of ParPerfeito’s had actively been using the service. Why was that? The online dating service ParPerfeito turned to a Brazilian PR Agency to creatively differentiate itself from the competition, increase awareness on online dating and attract new users, with low budget: 2% of the company’s marketing budget.

The Strategy
-Refresh ParPerfeito’s brand/service perception. -Create a brand experience with a small budget by employing innovative non-traditional marketing to emphasize uniqueness and build media relations buzz. Besides a powerful media relations program, the PR campaign also included a fun and efficient event to break the paradigm that online dating is only for uninteresting people. Brazilians are famous for going out to the streets to fight for their rights or simply celebrate life. Parades, protest marches and movements usually gather a large number of people, such as Brazilian Carnival and the world’s largest Gay Pride Parade. So why shouldn’t they go 'fight' for the right of being loved? That is how the Singles Movement (aka Movimento dos Sem Namorados in Portuguese) was born!