mobile delivers acquisition and efficiency

at a glance

Flirtomatic.com is a free online flirting service that assimilates and fuses functionalities, similar to MSN Messenger and traditional dating sites, which enable active subscribers to casually flirt, rate each other and exchange virtual gifts. Flirtomatic had identified a niche audience of online consumers that were neither dating nor messaging, but that they felt had the propensity to do so, given the right environment and education. As a start-up, Flirtomatic challenged us with creating a cost-effective media strategy that would enable the business to grow whilst satisfying investors.

Flirtomatic Mobile Application

In the first instance, forensic analysis identified significant gaps in Flirtomatic’s existing channel mix and the acquisition strategy was subsequently overhauled.

  1. We reduced the reliance on paid search by investing heavily in performance-based advertising networks to raise awareness and convert users.
  2. We introduced new channels such as social media, mobile media and mobile search.
  3. We simplified the sign-up process for Flirtomatic subscribers to reduce abandonment rates.
  4. We built a bespoke conversion tool that routed acquisition data straight to Flirtomatic’s back office.
  5. We clearly communicated the new strategy to all stakeholders (from subscribers to the Flirtomatic Board); ensuring that everyone understood the direction we were taking and what it would achieve.

We reduced new registration acquisition costs by 63% and increased registration volumes six-fold within the first year and Flirtomatic now has over 900K active subscribers.

New Media Age Award 2009 - Best use of Mobile
New Media Age Awards 2009 - Grand Prix Winner

agenda21 has always exceeded expectations. Over the last 12 months a21 campaigns have performed so well that we diverted all budget from online and other media to mobile.


Matt Dicks Flirtomatic