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Yahoo Personals Now Using "Real
People" in Ads
(onlinedatingmagazine.com -
January 14, 2004) Yahoo!
Personals,
a leader in the online dating market, has unveiled
its new approach to online dating advertising with
a campaign featuring singles who are currently using
the service
to connect
and communicate
with prospective dates. The new online campaign, called
'Project: Real People,' represents Yahoo!
Personals'
new focus on using only singles from its site in online
advertisements and highlights the service's most valuable
assets: a diverse community of singles looking to make
a connection. 'Project: Real People' is the result
of market research Yahoo!
Personals conducted through
focus groups and customer interactions and is a response
to feedback singles had about wanting a comfortable,
welcoming environment for their online dating experience.
The Appeal of Being Real
Yahoo!
Personals' recent 'Virtues
of Being Real Survey' found nearly 70 percent of
singles felt most advertisement
models were unreal, impersonal and unattainable further
validating the importance for the service to move toward
highlighting real-life, everyday singles in its online
advertisements.
"Building loyalty through being responsive to
customer needs and helping singles feel comfortable
within a dating community are key elements to success
in the online dating industry," said Katie Mitic,
vice president and general manager for Yahoo!
Personals. "'Project:
Real People' illustrates Yahoo!
Personals' commitment
to creating a high-quality environment for singles
to meet and interact -- the campaign also brings online
dating to life in a way that has never been done before."
The real-life everyday singles featured in the new
online campaign are from professions and lifestyles
as varied as Marines, fire fighters, artists, actors,
photographers, students, single parents, business managers,
engineers, musicians and more. They range in age from
24 to 54 -- representing the broad spectrum of singles
that are using the Internet to make a romantic connection.
The 'Real People' creative content was designed and
created internally at Yahoo! and will appear throughout
2004 in Yahoo! Personals site photography, as well
as in online advertising on Yahoo! and at other key
online venues.
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