Online dating network Zoosk hunts for consumer agency

Online dating network Zoosk is on the hunt for a consumer agency to help it become the 'top romantic destination online and on mobile'.

Top spot: Zoosk aims to be the top romantic destination online and on mobile
Top spot: Zoosk aims to be the top romantic destination online and on mobile

The site has asked for interested parties to send in proposals by 30 April. The dating network is looking for ‘creativity, proactivity and local expertise’ to help it communicate to the UK in an ‘engaging, insightful and unique way that reflects Zoosk’s unique personality’.

The UK is the site’s second largest market behind the US and the move to invest more in PR follows its marketing campaign last year to compete with rivals Match.com and eHarmony.

The brief, seen by PRWeek, asks for agencies not to rely on news and content generated by Zoosk but rather ‘focus on sustaining media coverage on an ongoing basis based on news proactively generated by you’.

The company admits that its survey-driven news has failed to ‘achieve ongoing traction in the UK’ and that its shift from being a ‘social dating community’ to a ‘romantic social network’ needs to be communicated through a consumer awareness and education campaign.

The chosen agency will be charged with communicating to the site’s target audience of 25- to 49-year-olds to help them ‘create and share their romantic journeys, whether they’re currently single or in a relationship’.

The Zoosk comms team is planning to fly into London from its San Francisco base on 10 and 11 May to hold face-to-face meetings with the shortlisted agencies.

Zoosk has more than 50 million members across more than 70 countries and users can organise dates through the company’s website, Facebook app, desktop application and mobile devices.

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