The network, which ranks in the top five UK social networks according to research firm Hitwise, has launched Piczo Insiders, an initiative that seeks to lean on its key users to make the advertising and content on the site more relevant.
Those involved with Piczo Insiders will work with advertisers, creating dedicated campaign profiles and suggesting ways to engage the Piczo community. The first example of Piczo Insiders' work has gone live in the form of the NSPCC campaign, "Don't Hide it".
Five of the Piczo Insiders group created profile pages of fictional characters to highlight the problems of child abuse. Having launched the campaign, Piczo has decided to make it central to its media strategy.
The campaign was one of the first to involve Microsoft Digital Advertising Solutions (MDAS), which signed an agreement in March to run the advertising on Piczo in the UK.
It was the first time MDAS had agreed to sell advertising on a third-party site and signalled its intent to strike similar partnerships with other sites. Meanwhile, Piczo is searching for firms to provide the same role on its local European sites, preferring to use a variety of suppliers rather than just MDAS. Piczo has also launched a drive to spread its reach throughout Europe, with a German site live and French and Spanish sites currently in beta.
Chris Seth, previously UK managing director, has been promoted to European managing director and will head the programme. Piczo has hired its first staff in Germany and is seeking staff for offices in several more European countries.
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