2016 Finalist

Enkontra.com: How We Won the Battle Classified Ads Newspaper vs. Classified Ads Website

Gazeta do Povo

Curitiba, Brazil

Category Launch of a Brand or Product to Create An Audience Segment

Media associated with this campaign

Overview of this campaign

SCENARIO
There is a generation that has never looked for anything in the want ads of a printed Newspaper. They were raised getting used to the convenience and facility of the internet.
For this reason one year ago we launched encontra.com, a multiplatform of services that was primarily digital, with a big amount of sales and it has been growing stronger as an important player in the Parana’s Market, which is the fifth state with biggest buying potential in Brazil.
CHALLENGE
How can our new want ads platform develop, survive and conquer more space in Market to compete with global online players?
STRATEGY
We modernized the classified ads in every newspaper from the Gazeta do Povo group GRPCOM to compete with the global players such as Mercado Livre, OLX, Schibsted, and every sales website
The launching of the encontra.com website was supported by a big publicity campaing starring Eri Johnson who is a very recognized comedian in Brazil.
Besides, a strategy with sponsored links helped putting enkontra.com in a good position among the other major want ads websites.
After a year of reinventing our classified ads, we conquered and enlarged our share, creating new opportunities for the buyers and the seller.


Results for this campaign

RESULTS
- In less than a year the number of access generated by enkontra.com already represents 38% of the totality of access (growth of 180%) comparing the years of 2015 and 2014 through Comscore
- Total of more than 30.000 offers in the website, including houses, cars, job openings and services registered and updated daily.
- Definition of new fields of commerce (real estate services) attracting 240 new advertisers and increasing in 19% the billing of the product.
- Enkontra.com representes 20% of all the income of the Gazeta do Povo Group, marking an increase of 15% in a single year.
- More than 3 million views per month with more than 300.000 unique visitors per month and more than 2 million searches per month, generating more than 530.000 buyers per week which represents a growth of 45% comparing 2014 and 2015.
- Third brand of classified ads in Paraná with 6.5% of market share.
- More than 100.000 app downloads in a year.
- 225% growth on generating leads of sales to our advertisers and a recover of the biggest advertisers in car retail with the new multiplatform solution.
- Satisfaction rate up to 67% based on a survey


Contact

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