Mission
The current over-saturation of the market was bringing down customer numbers. Sunny Leone wanted to increase customer retention and attract new mainstream customers.

Message
Sunny Leone’s primary focus was on the level of personal attention and intimacy that comes with being a member of SunnyLeone.com. Her secondary focus was on the endless amount of benefits members receive. Our message to customers needed to emphasize that they are getting more than they ever expected from a solo girl paysite.

Value Proposition
Pointer positioned Sunny’s brand to have a light, friendly buzz with a wealth of content behind it, ranging from live show appearances to oodles of bonus content, including her favorite hardcore sites and a new “Erotic Stories” section.

Strategy
Pointer generated a “teenie” feel through light pastels and soft images in a campaign that consisted of web banner placement on several target sites, customer appreciation offers through emails, and hand submission of new TGP/MGPs showcasing the new look. Code optimization was peformed on the free side to be search engine friendly.

Results
• Conversions tripled within one week of the launch of the campaign
• Retention rate per member increased by 28% over 3 months and continues to climb.
• Alexa rating up 5% within one month of launching the new campaign.


This case study is from 2005 and not relevant to the current site that is live.