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Advertising on tinder in India
- 1. DIGITAL ECOSYSTEM RESEARCH PROJECT ADVERTISING ON SWIPE RIGHT TO BEGIN! ASMITA MORE MINNAL RANA MOULI KHULBE
- 2. INTRODUCTION • What- Location-based dating and social discovery application (uses Facebook) • How- Facilitates communication between mutually interested users, allowing matched users to chat. • When- Founded in September 1st, 2012 • Who- Parent company- IAC • Founders- Sean Rad, Jonathan Badeen, Justin Mateen, Joe Munoz, Whitney Wolfe, Dinesh Moorjani, and Chris Gylczynski
- 3. HOW TINDER MATCHED WITH US! • By January 2014- more than 10 million users • In the spring of 2014- the company was valued at $5 billion. • Tinder achieved over 1 million monthly active users in less than a year from product launch. Within 30 months, it
- 4. SWIPE RIGHT TO VIEW LITERATURE REVIEW!
- 5. Tinder’s marketing strategy and the secret behind its instantaneous growth The challenges • social stigma • geographic concentration
- 6. What drove huge traction for Tinder… • Borderline Celebrity • Innovative new Extension • Platform Integration • Great UX • Gamification of Dating and Potential Rewards • Chicken Egg Problem • Building aspirations: personal outreach, presentations, launch parties
- 7. What drove huge traction for Tinder… • Building a robust marketplace of supply and demand through collegiate Greek systems • Driving network effects through college- by-college launches • Word of mouth and press that continues to drive growth • Product features that increase re-engagement and retention • International expansion • Monetization
- 8. Tinder in India • First international office- Delhi • India head- Taru Kapoor • Tremendous growth potential- 160 million smartphone users • By September 2015, top market in Asia and ranked 20th in the world • November 2015- 400% increase in downloads amongst women users • 7.5 million daily swipes • Highest number of messages exchanged per match in the world
- 9. Consumer analysis in India Demographic TG- India's favorable demographics 90% of its users in the country are between the age groups of 18 to 34 Lifestyle of TG- a rapid pick up in mobile technology changing outlooks towards personal relationships opportunity to go beyond dating and look for friends or even find others with similar interests Women as TG- women are the clear center of focus as potential users for Tinder in India sending more Super Likes than men each week Potential TG- Tinder is also aiming at tier-2 cities like Bhopal, Surat, Lucknow and Jaipur, for potential users amongst young smartphone users
- 10. • Millennial are open minded, happy, confident and hardworking. They do not consider parents as gatekeepers anymore. • They have more than ever, the curiosity to curate. • They are 2.5X more likely to be an early adaptors of technology. • They think that a new technology must serve a purpose in order to considered cool. • Almost 50% of millennial would be more willing to make a purchase if a company supports a cause even if it meant paying a bit more. • They value brands that enhance their lives. 80% of them want brands to entertain them. • They feel a responsibility to share feedback with companies of their good or bad experience.
- 11. Theory Uses and Gratification Theory: it is an approach to understanding why and how people actively seek out specific media to satisfy specific needs. Users get instant gratification on Tinder through right swipes and super-likes. It also satisfies the need for social acceptance and networking.
- 12. Methodology •Secondary data •Case study •Market and Consumer research
- 13. Why advertise on Tinder… • 100% visibility • expansive reach • creative and lucrative platform • Active user-base • good way to capture mobile market
- 14. SWIPE RIGHT TO VIEW CASE STUDIES !
- 17. Implementation in India: • India is a country which needs a lot of platforms to create awareness about the ill happenings. The brilliant campaigns hosted by the U.S. can be implemented in India as well to create and give awareness and a reality check to Indian youth. • Campaigns on Domestic violence. Child marriage, honour killing, rapes, human trafficking, LGBT rights, HIV etc. can be promoted using Tinder. • Campaigns for donations to relief funds (like the recent Chennai floods) can be promoted on Tinder. Considering the target group enough traction can be gained and some striking results as well.
- 18. The Mindy Project The Mindy Project, including Mindy and Danny Tinder users who matched with either one of the characters were sent a message telling them to tune in to the next episode. A similar campaign was done by the USA’s hit show Suits TV SERIES & MOVIES
- 19. Implementation in India: • Television is one of the fasted growing medium in India. • Shows in India are doing a lot of promotions to popularize themselves. • This can be a platform to connect on a more personal level with the potential consumers. • Youth based shows are also growing in numbers. It is doing everything to attract the young generation • With the launch of Netflix the game has leveled up. • Similar is the case with movies, music albums, video
- 20. Dominos Domino’s decided to give away free pizza and discounts to Tinder users who matched with them on February 14th. According to Iris Worldwide, the campaign had a social reach of over 230,000 people. FOOD & BEVERAGES
- 21. McDonald’s The fast food chain has created a profile on the dating app, identifying itself as McDonald’s, aged 24, and setting its profile location to Sydney, Australia. The restaurant accompanies its profile information with profile pictures of a “Lonesome Pineapple” and a “Spicy Jalapeno”.
- 22. http://techcrunch.com/2015/04/03/tinders-first- advertisement-is-one-big-experiment/#.89dlzw:O85t Budweiser promoted its #WhateverUSA campaign on Tinder in April 2015. Within a few swipes, users will land on Bud Light’s profile with a special auto-playing video, asking users to enter into the next #UpForWhatever contest. #WhateverUSA is a campaign where the brand builds a random party town for a week of ‘spontaneous fun’ with contest winners and celebrities in attendance. BUDWEISER
- 23. Implementation in India: • Cafes, Bakery shops, pubs/clubs, casual eating joints, food chains and giants can team up with Tinder to attracts youths in metro cities. • Hotels can also advertise on Tinder. • Events and gigs can be promoted on Tinder. • Spas, salons and such leisure places can also promote themselves. Also this category will have to be extra cautious which designing campaigns in order spoil the brand image and user experience.
- 24. DIESEL The Diesel fall/winter 2015 campaign, which is dubbed as "Decoded by Diesel" marks the first time the app was used for a fashion campaign. They combine humility along with Diesel’s high fashion sense to create video profiles to appeal to millennials. Link to video- http://www.socialbydefinition.com/c ontent/diesel-uses-tinder-to-match- with-millennials LIFESTYLE
- 25. Implementation in India: • Other Apparel and fashion companies in India like Myntra, Zara, Levis etc can take advantage of this opportunity in a similar fashion. • Highly interactive , casual and youthful spirited campaigns will be further driven by Tinder’s appeal. • Beauty products can also take leverage of Tinder’s growing user base to attract the youth. Brands like Lakme, Maybelline etc can advertise themselves on Tinder.
- 26. Gillette Gillette paid Tinder to research 100,000 profiles to learn whether untidy facial hair was less desirable on the platform than clean shaven or well- groomed faces. They advertised the results on their website and on YouTube
- 27. Implementation in India • women who are busy and need help on the go. Also women who do not like to undergo the pain of waxing. • The whole stigma that only men shave can be overcome. • The communication strategy can be; be date ready anywhere within no time. • The whole communication which says ‘THE BEST A MAN CAN GET’ can be revitalised by positioning Gillette is not only used by men but also women. The other category from the grooming industry such as Salons; offering to give homecare treatment or services Deodorants, Body wash, Pre and post shave creams, Facial hair trimmers.
- 28. How Tinder can match with Indian Brands and capture Indian Market. • Condoms • Cafes like CCD/MOD-Places to go on Tinder dates • Cab services- Uber/Ola • Flowers/Gift shops and online portals • Job portals • Gig/Events etc. • Safe sex/ HIV campaigns • Accessories and other such merchandise
- 29. Managerial Implications • The message should be new and interesting and at the same time should resonate with the model of the app. Example: Amazon • Brands should be careful about not interfering with the user experience as it can lead to backlash from the consumers. Example: Ex-Machina • Campaigns on Tinder should be integrated with the entire marketing plan of the brand. This platform alone will not sustain. Tinder can help increase traffic on the Brand’s website. • Tinder can help in generating good leads, creating buzz and passing across message to the target group. Because of the brief window of interaction brands will have to think out of the box to grab the attention.
- 31. Thank you!!! Swipe right if you liked!!!