Looking for a way to promote Tnuva's new chocolate dessert on a tiny budget, media agency McCann Erickson chose to use an online campaign with a very specific target audience.
Instead of using normal internet advertising channels, the agency approached Israel's most popular dating site, JDate and together they devised a campaign that targeted certain members of the website.
Based on the insight an active member of dating websites will access their profiles on a near-daily basis to check messages and browse other profiles, the campaign chose to target those returning to their accounts after an absence of several days. The premise being that people who logged into their profiles after some time away had presumably been dating, and the relationship had subsequently ended. These recently single people received a personalised message inviting them to seek solace in a free sample of Tnuva's new chocolate dessert.
This is a good example of a small scale, highly targeted campaign that can potentially generate significant brand awareness returns for advertisers on an extremely small budget.