Im sure you must have heard of fropper.com expecially if you were a radio listener as they has many radio ads that were targetted at getting the youth to sign up on their site. At that time fropper.com was primarily dating and that also paid dating. So in the name of networking you could do very little in contacting other people unless you paid up.

Then came the social network craze and came orkut and hi5 which made social networking as free as it could get! And in reaction to this phenomenon fropper made two parts to its site. One called fropper zones (free social networking) and one called fropper relationships (dating).

If you ask me this left the positioning of fropper totally confused. Are we dating or are we social networking kind of syndrome.

Now fropper has gone for a total revamp. They have even gone ahead and changed their logo!

To publicize the change and the fact that they are more social networking now than ever before Fropper.com has come out with their new advertising campaigns with a view to spread the message of creating more friends. Fropper has created two TVCs and two radio spots for the website.

Commenting on the need for undertaking a multimedia campaign for the website, Navin Mittal, Business Head, Fropper.com said, “The inventory available on the internet is limited for this TG. Undertaking mass media initiatives will help expose the product to a larger audience and thereby build brand awareness.”

I went to the site and still saw a relationship box on the homepage suggesting that they still aren’t letting go of the dating model just yet! Im still confused what is fropper? dating or social networking? Or are they just money wasting will all the branding? Hehe added that because it rhymed and made sense. My final question how many ads does orkut have on tv? This should let you know why branding is not a good move for social networks!

Via - Contentsutra

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