They're Sweden's 'myspace', but unknown in the UK. Our challenge was to launch a business nobody had ever heard of into a really cluttered marketplace. This was coupled with the fact that we were tying to reach teenagers, a notoriously harsh and fickle audience.

This was the first time we'd been able to work with a new arrival in the UK where there was to be no other media apart from our digital launch activity. Teenagers increasingly use the internet as a key communication tool as well as a way to express themselves. We needed to tap into this in a credible way, being careful not to alienate. So we targeted 13-17 year olds in specifically chosen niche sites and messenger type environments. A key insight led to us prioritising girls on the basis that boys would follow.

The launch was overwhelmingly successful. We beat the business plan registration target by 44% with the cost per user 63% below target.
Solely down to digital and a bit of tender loving care.