Case Study

Lovestruck is a location-based dating site aimed at busy professionals in 13 cities worldwide, from London to Sydney. Lovestruck has over 40,000 members, and its unique selling point is that it can facilitate quick and easy dates with people who work nearby at short notice.

Brief
Lovestruck wanted to enter the mobile space because it was a natural extension of its brand, reflecting its convenience, immediacy and proximity based concept. Its aims were to:
• reach as many of its existing users as possible
• add a further selling point to encourage new signups
- Drive 30% more traffic to the service
- Increase conversion to paid memberships by 20%
• allow users at work some privacy
• establish Lovestruck as a top 5 UK dating site

Strategy
Red Ant’s strategy was to:
• Create a UK-first GPS enabled dating app
• Take advantage of the always-available nature of mobile phones
• Launch on the most popular mobile platform among Lovestruck users

Execution
• Real-time dating through configurable push alerts when a suitable single is within range, and browsing, “winking” and messaging wherever the user is
• Preserve privacy through strict controls over information shared, and avoid prying eyes and office firewalls
• Seamless experience via full website functionality; fully integrated to existing back-end systems
• Biggest impact gained from iPhone platform which hits largest amount of current and potential users
• Mobile app offers essential features that mobile site can’t – notifications, location services, immediate interface

Results
• Features in special print, radio and live advertising campaigns
• Over 20 national press and online news stories
• In excess of 70,000 downloads overall
• More than 60% of new registrations in Hong Kong and Singapore come via the mobile app, and in the UK the figure is 25% and rising