Background
Lucky Voice, set up by former Lastminute.com founder Martha Lane-Fox, has private karaoke bars in London and Manchester.
In early 2009, the company decided to extend the karaoke offering into the home with the formation of Lucky Voice Home – a simple online karaoke subscription service. Lucky Voice Home allows users to create playlists, plan parties and stream over 1000 karaoke songs for free.
In March 2009, Further was appointed to handle the Social Media and Paid Search campaigns to build traffic and sign-ups to the new site.
Strategy
The initial objective was to gain the highest number of sign-ups at the lowest possible cost per conversion. Therefore, the PPC campaign commenced using high relevance core terms such as "online karaoke" although it was recognised that a far wider campaign would be required to reach the search volumes required.
Having started with a cost per Lucky Voice sign-up of just £0.17, CPC then had to be sacrificed for volume in order to meet client objectives. New broader terms were added which included ‘play-at-home’ competitor brands, singing terms, parties and hen night themes.
Allied to the hardworking Paid Search campaign, a Facebook ad campaign was set up targeting users who listed karaoke, singing, dancing and partying in their interests profiles.
The campaign was split and analysed by age, sex and demography to identify the best performing profiles. The ongoing roll-out concentrates primarily on these profiles.
Results
• The first phase of the campaign delivered conversions (sign-ups) at just £0.17.
• The extended broader campaign currently averages 150 conversions (sign-ups) a month at a cost of less than £1 per conversion.
• The cost per conversion has rivalled that of the initial PPC campaign (less than £0.20 per sign-up)
• Facebook ads attract an average of 405 sign-ups a month.
Aside from the conversions, this new product has received impressive brand exposure, with millions of impressions recorded every month, at no additional cost.
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