CLIENT
Yahoo!
Andrea Cutright, Dir. - Brand Mktg.
Katie Mitic, VP - General Manager - Yahoo! Personals
Cricket Wardein, Dir. of Mktg. - Yahoo! Personals
Annie Sammis, Brand Manager - Yahoo! Personals
Murray Gaylord, VP - Brand Management
AGENCY
Robert Boyce, Media Dir.
Glenn Cole, Creative Dir. - Copywriter
Steve Stone, Founder - Creative Dir. - Art Dir.
John Yost, Founder - President
Bob Ellis, Dir. of Client Services
Michelle Verloop, Global Account Dir.
SUMMARY
Online dating is one of the fastest growing categories on the Internet, and central in Yahoo!'s strategy of increasing revenue from subscription-based services in 2003. The key to leadership in this new category is to encourage postings, particularly among women, which drive the subscriptions of young men. Agency research identified an opportunity to increase postings of personals by appealing to women's belief in the power of fate, and in the power of Yahoo! Personals to give fate a nudge. The campaign increased top-of-mind awareness of Yahoo! Personals by an average of 120% in key advertising markets, while both postings and subscriptions increased by 40% over campaign objectives.
