Viral Marketing Campaign Plan and Its Results : Relationship Games Ltd.

Abstract

Relationship Games Ltd., the commissioner of this thesis, is a globally operating online company based in Helsinki, Finland. Relationship Games provides its customers with services to improve already existing interpersonal romantic relationships. The main goal was to promote Relationship Games Ltd., to attract attention and to gain new customers for Relationship Games via viral marketing campaign using the social media platforms.

The objective of the thesis was to plan, develop and execute a viral marketing campaign that would effectively help Relationship Games to reach the goal of raising awareness and gaining new customers. As the main services of Relationship Games are provided for free, the purpose wasn't directly to increase sales in the sense of monetary value, but rather to increase the attention and time customers, both old and new, spend on the Relationship Games application page.

The chosen form of viral marketing campaign - an online Facebook event - wasn't exactly virally successful. Despite reaching wide audience through paid advertisement, the response was minimal. The final form of the event was in line with the general idea of how the services of Relationship Games are provided, however, following the general guidelines for successful online events could attract more attention and bring in more customers. Also, only one event was successfully conducted. The campaign should be an ongoing activity to constantly attract the attention of both old and new customers.