Zoosk hires Be More to become 'synonymous with romance'

Online dating network Zoosk has hired Burson-Marsteller's consumer arm Be More to help it become 'synonymous with romance' in the UK.

Zoosk: wants to be known as the ‘romantic social network’
Zoosk: wants to be known as the ‘romantic social network’

Be More is charged with making consumers aware of the site’s shift from being a ‘social dating community’ to a ‘romantic social network’.

The agency will communicate with 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’.

Be More has been asked by Zoosk to ‘focus on sustaining media coverage on an ongoing basis based on news proactively generated by them’. The agency will also need to avoid survey-driven news, which Zoosk believes has failed to ‘achieve ongoing traction in the UK’.

PRWeek reported that the romantic social network was on the hunt for an agency in April, after seeing the brief.

Zoosk comms director Jane Barrett said: ‘Zoosk is a young, energetic brand with a distinct proposition and big plans. Be More mirrors these qualities and will help us take the brand forward in the UK.’

The agency’s brief will be to proactively tell Zoosk’s story in creative ways across the comms mix, with a view to making Zoosk synonymous with romance in the UK.

The UK is the site’s second largest market behind the US and the decision to invest more in PR emphasises Zoosk’s strategic priority of influencing Britain’s consumer audience and compete with rivals Match.com and eHarmony.

Zoosk has more than 50 million members across more than 70 countries and allows individuals to create and share different stages of their romantic journeys by using the site’s services that include ‘Romantic Moments’, ‘Couple Profiles’, and a personals application.

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