Dating.com
How a full-funnel strategy helped dating.com amplify performance results
The objective
Evaluating the Impact of Full-Funnel Activation on Performance Outcomes
Dating.com is a global matchmaking service bringing members together with eligible singles in the most modern way possible. A truly advanced dating platform, Dating.com delivers a range of hi-tech features aimed at giving people the chance to chat, match up and find love worldwide.
Dating.com' journey on TikTok has always been focused on strict KPIs. The effectiveness of campaigns is evaluated based on key metrics: CPA , LTV, ROAS. However, they have always believed that the impact of upper funnel activity on sales clearly exists. Thus they tried running Full-Funnel activation couple of times, but were struggling to drive conclusive learnings.
The solution
Revamped Full-Funnel Activation Approach
Dating.com implemented a refined strategy for their Full-Funnel activation. The key components of this approach included:
Adjusted Buying Principles: Dating.com optimized their media buying strategy by increasing reach, frequency and period of activation.
Updated Optimization Goal: The optimization strategy was centered around 6-second Video Views, ensuring that the audience was engaged with the content effectively.
Usage of Brand-Oriented Creatives: The creative assets were designed to strengthen the brand’s identity via showcasing brand cues and demonstrating clear USP.
Enhanced Measurement Strategy: To assess the effectiveness of their campaigns, Dating.com adopted an incrementality measurement approach using Causal Impact and Geo Lift methodologies. This allowed for a more accurate determination of the campaign’s impact on their key performance indicators.
The results
Proving Full-Funnel impact on performance metrics
Dating.com achieved remarkable milestones, driving a 5% increase in installs. Their full funnel launch also led to a substantial 25% growth in total Lifetime Value (LTV), underscoring their ability to foster stronger customer relationships and loyalty. Moreover, they saw a significant 16% rise in non-initial purchases, reflecting their effective strategies in enhancing user engagement and retention.
We chose TikTok for our Full Funnel campaign due to its dynamic nature and its ability to authentically engage our audience through compelling content, making it an ideal platform to connect with them. TikTok stands out because of its unique algorithm that promotes content based on genuine user interactions, allowing us to effectively reach this discerning demographic. The most rewarding feedback from our campaign has been the noticeable increase in revenue and sales. The visibility and engagement driven by TikTok have directly translated into enhanced financial outcomes for Dating.com, affirming the effectiveness of our targeted marketing efforts. TikTok has enabled us to reach an essential segment of the market, resulting in substantial growth in revenue and helping us establish a strong foothold in our community.
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