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Online dating site Zoosk wanted more than broad awareness, it was after brand "fame." To do this, the company moved away from TV and looked towards a more conversational platform — You Tube.

It created a You Tube channel and used True View and standard in-stream ads for its #Heart Friend and #Mountain Man campaigns.

In such a diverse yet distinctive nation like the UK, our towns and cities each have a unique flavour and appeal.

e Harmony recognises that much like the locations up and down our fair land, the people who live here are just as unique and individual.

By finding out exactly what makes you tick – from general character traits, to your unique likes and dislikes – we are able to match you with somebody you are more likely to connect with.

Ultimately, this means you have a much higher chance of falling in love.

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Chen was at SXSW with Vijay Karunamurthy, an early engineering manager at You Tube, to plug their new startup, Nom.

Like a ‘party-animal’ in the gentle town of Peebles or a ‘country bumpkin’ stranded in London - sometimes, singles in the UK just aren’t compatible with one another.

Up in Scotland, the city of Edinburgh and its mix of ancient architecture and cultural feel might appeal to somebody who values tradition, while architecture-lovers in England will find plenty of interest in Oxford or Cambridge.

This let Zoosk place its audience at the heart of its marketing, give people the authority to choose their ads, and hold deeper conversations. As Jane Barrett, Director of Marketing & Communications at Zoosk, described, Zoosk has a very specific goal: to build "fame." For them, broad awareness isn't adequate; their goal is unaided awareness.

The results were clear: staggering lifts in unaided awareness, consideration and preference. Zoosk originally sought fame through TV ads, but in 2012, Zoosk wanted to refresh their creative and look towards a more conversational platform.

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