Celebrity Search

Background
Our Destination Portal partner had an existing channel in celebrity search but saw that there was a considerable market demand for
additional on-line product in this area. While they were aware that the interest in celebrity and gossip continued to grow in these markets however the majority of content was available in traditional printed form.
Contraco was asked to examine the market potential of addition products, define the products and formulae a deployment plan.

Analysis and Team Work
Contraco completed a detailed opportunity analysis. The results of this analysis enabled us to negotiate a joint venture between several traditional print media players and our Portal partner. Key to the success of the strategy was the establishment of products that delivered on 3 key areas of interest: Star Biography, General Interest Celebrity and General web results focused on this vertical. To achieve our time to market goals we worked with multiple partners to generate a compelling celebrity search platform.
Key to success of the project was the deployment of a high quality web and multimedia celebrity search platform. Much of the content for this site was only available in traditional formats (hard copy and photographs). We developed and deployed a strategy that facilitated the rapid and efficient mobilization of this content online.

Results and Next Steps
The deployment of the new Celebrity Search product generated a very rapid improvement in user traffic and advertising click through rates. Over the initial period we generated a 50% improvement in traffic and have continued to work with them to drive up usage.