Global Personals have launched their first ever TV campaign, for their in-house brand JustSingles.com.
JustSingles.com is the parent brand of over 400 niche sites – from JustSeniorSingles.com to JustGingerSingles.com – servicing 50,000 customers.
The 30-second ad – made on a £75,000 budget – first aired on Sunday morning on E4, and will continue for three months across E4, MTV, Sky Atlantic and ITV2.
Although globalpersonals.co.uk is a white-label provider, they use own-brand sites to test strategies and features, the successes of which they feedback to their partners.
In a blog about the TV campaign, Global Personals CEO Ross Williams said: “Having a B2C division enables us to try new, unproven marketing channels that our partners may be reticent to try.
“It means we’re putting our own money on the line, risking money much like our partners do (rather than being a pure white label business, with no company money being risked on marketing sites).”
Williams said the company invested half a million pounds of shareholder funds in the advertising campaign – the first TV ad the company has ever done.
Richard Gale, Commercial Development Director at Global Personals, said:
“Consumers are now a lot more savvy about what they want and need a tailored dating service.
“JustSingles.com saw a 75% increase in registrations across its portfolio in the first 24 hours after the campaign aired, demonstrating that 2014 is the year when niche dating will make it into the mainstream.”
The media planning and execution of the ad was handled by Media Campaign, and the ad produced by their creative agency The Picture Production Company (PPC).
Watch the ad below.