Happn Keynote
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Transcript of Happn Keynote
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Situation Analysis
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Launched: February 2014PARIS LONDON BERLIN MADRID BARCELONA NEW YORK
1.2 million users 130,000 London
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VS
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Purpose & Objectives
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RAISE AWARENESS
CALL TO ACTION
MARKET SHARE
SHORT TERM LONG TERM
PURPOSE AND OBJECTIVES
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Understanding& Strategy
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18-35
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Single Hotspot London
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Female targetLOT
LOT
LOT
SHY
SHY
SHY
WM
WMWM
Target: Influencer
Recommend: Shy friend (SHY)
Recommend: Lack of time friend (LOT)
Recommend: Wrong moment friend (WM)
18-30
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Male target
25-35
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Strategy
Pre-CommercialCommercial
(Female Target)
Press Advertisement (Male Target)
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TV
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9pm
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TV
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Press
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413,000 readership84% male33 years
79,369 income125,090 circulation
54% single
287,405 readership77% male38 years
114,913 income57,497 circulation
35% circulation subscribe
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Success
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1.5%
AWARENESS
KNOWLEDGE
LIKING
PREFERENCE
CONVICTION
PURCHASE
40.7% singles18,545,156 aged 18-35
7,547,879}
113,218 = 87%
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YOUR CHOICE
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Extensive Analysis & Research
Integrated Campaign with time lag
Based on actual behaviour
Influencer modelTV Commercial
& Press AdCall 2 Action focus
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THANK YOU
Q&A
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APPENDIX
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