Looking for true love as Valentine's Day approaches? Zoosk found it on YouTube. The free dating site launched a Heart Friend puppet campaign video, their first YouTube-only social push with no traditional media support on television, radio or print.
The video features a single woman, Liz, and her sassy red heart puppet friend. The heart tried to convince her to data certain men found on the site, fitting the description of a mountain man. Romain Galoisy, VP of marketing at Zoosk, said the company began using YouTube in late December, and only recently decided to launch a YouTube-only video campaign.
The video went live Wednesday. "Being online has its advantages to television, print and radio because it's very measureable," he said.
Considering stats from the previous video, created by San Francisco advertising agency Camp + King, some might consider the two a match made online.
Galoisy said the site will measure reach and frequency to determine the video's success. Brand surveys will run post-campaign at the end of the month.
The prior video has more than 100 million cumulative impressions, of which 14 million have been watched to completion, helping Zoosk reach new potential customers and drive awareness for their brand. The video has 769 likes on YouTube, and was shared nearly 500 times on Facebook.
Zoosk allows members to create a profile, search others profiles, post photos and message each other. Since launching in December 2007, the company has grown to more than 50 million users in 70 countries, and is available in more than 25 languages.
The company has received to date $40.5 million in funding, according to Wedbush Securities.