Objective: FunkySexyCool (FSC) is taking on one of the most potent, yet subtle drivers behind the social networking craze - young people seeking romance. Established social networking sites don't actively enable romantic relationships and dating sites are often too intimidating, noted Russell Craig, FSC's VP of marketing. "We believe there is a need for something in between," he said.
Idea: The company was founded in Australia, and launched its US site in beta mode last November. The beta was intended to build an initial network of 18- to 34-year-old singles to give the site an active community prior to official launch. Additionally, FSC targets on-the-go users with an interface designed especially for mobile platforms. This function appeals to users who want continuous access to their profiles and the privacy to log in without records being kept on hard-drives, Craig noted. The site has now begun its official US launch and is focusing on building brand awareness and buzz by growing its network and using viral tactics.
Tools: "We've been successful using a variety of performance marketing tactics to rapidly and efficiently build a core membership base," Craig said. PR tactics are now focused on creating awareness and "talkability" through outreach to youth-oriented media and blogs. The networking site also plans to launch comedic-character driven webisodes to drive public interest in the site, in addition to its microsite, www.libbyhobday.com, and widgets on social communities. "The widgets and webisodes are still in development and will be released across the Web, including YouTube," Craig said, adding that the tactics will be launched in early 2008.
Measurement: The site is using multiple tracking and analysis tools, Craig said. Underperforming tactics will be replaced through an ongoing strategy of apportioning the budget to new tactics and ideas for growth avenues. Additionally, the campaign will be measured on the new traffic and membership it drives to the site.
Campaign: US Launch
PR team: CrocMedia, Night Agency
Other marketing: Digital marketing via Steak Media
Launch: January 2008