Projet réalisé dans le cadre du cours d'anglais en Master Communication Numérique et conduite de projets à l'Université Paris 8. Une présentation de Grindr, ses enjeux, forces, opportunités, et notre recommandation stratégique en tant qu'agence de communication.

1. Clément- Amandine- Andy- Mélissa- Laurence- Chaimaa-
Sarah U.
Gay dating app

2. Team
Clément: Research director
Chaimaa: Assistant of research director
Amandine: Media Director
Andy: Account executive
Mélissa: Public relations director
Laurence: Copy writing
Sarah U.: Creative services director

3. Table of contents
I. Executive summary
II. Situation analysis
III. SWOT
IV. Research plan
V. Research result
VI. Campaign plan

4. Context
- A geosocial networking mobile
app geared towards gay and
bisexual men
- Grindr was the first gay geosocial
app to launch
-The most popular gay mobile app
community in the world.
- Runs on iOS and Android
- It is currently available in
192 countries
Context

5. ContextContext
Find guys near you,
anytime, anywhere

6. ContextContext
Swipe through profiles and
full-screen images

7. ContextContext
Like what you see?
Get more details with extended
profile

8. ContextMain competitors
Gay Vox Tinder
Hornett Happn
Badoo Meetic

9. Quick, painless registration process
Large, active user base
Simplistic and native interface
The geo-targeting feature was first developed
by Grindr, and that remains its strong suit.

10. Social Medias

11. Twitter

12. Twitter
Large audit of 103k
2 post minimum per day
Positioning
- Proud actor of the gay pride and self acceptance
- Soft-funny tone in their messages
3 big posts categories
1. Promotionals publications with humoristic tone
2. Sharing entertaining info about the gay community
3. Support to the gay community
Interactions
- Mostly positives
- Loads of retweets and likes

13. Instagram

14. Instagram
94,8 k , a bit less than Twitter
- About 1 publication per day
Publications nature :
- Mostly originals
- Diversification of content
- Severals call to action to their followers
- Regular man crush posts
Interactions
- Mostly positives, negatives posts almost never seen
- Many comments and likes on their differents posts
Laurence

15. Facebook

16. Facebook
160 000 likes & 156 000 followers
-Events of gay’s community
Artistic pics against homophobia
Corporate communications (number of subscribers; new feature)
« Did you know » : scientific facts about love, sex
Quotes of celebrities in favor of tolerance, pride, respect
Contribution of followers
Pictures:
- advertisements for parties
- Of events created by Grindr
Reactions:
tags of friends - Asks /complains about the application- Lots of smileys, gif….
Not a lot of follows of the different publications

17. Strategic analyst of app and website

18. Strategic analysis of app and website
- Doesn’t have a website similar to dating
applications website
- Support for LGBT people.
- In 2016 GrindR was bought by Beijing Kunlun, one
of the world’s largest tech and gaming companies.
- Their communication is very clear and there is a
desire to reassure the community and show their
transparency

19. Press review
When you type GrindR on the internet you find:
- Page 1:
Ratings of application, users testimonial
- Page 2: Articles on this application:
interviews of users to know their perceptions of the
application
Media highlight the aspect of relationships
without a future rather than talking about the
progress for the LGBTQ community

20. SWOT >Analysis
- Have the biggest market share of the gay community apps
- Great social media strategy
- Promotion of self acceptance as well as gay community -
- Influencers
- Communitarism ( not open to other LGBT)
- Only for gay men
- Data security issue
- Filters can create a feeling of discrimination
- Open to gay women
- Economic plus value ( premium usage)
- Become a strong actor of LGBTQ fight
- New fonctions : video chats
- Loads of new incoming on the market : big competition
- Pressure groups agains LGBTQ-Gays
- Data protections
- Social and political restrictions
Weaknesses
Strong
Opportunities
Threats

21. SWOT >Diagnostic
1. Ethical problem:
Choosing people like products >> Discrimination
2. Definition of their target:
Users are gay men >> women’s presence is kinda useless at
the moment
3. Lots of personal information required:
Not enough guarded >> Insecurity feeling for the future users

22. Research results

23. Research results
Number of Grindr daily and monthly active users worldwide
as of April 2016 (in millions)
Source: Statista 2017

24. Research results

25. Campaign Plan

26. Her
Scissor
ZoeHer
Campaign Plan
reassure users about the
protection of their privacy
Open for gay women

27. Strategy 1: Use a target media advert
Public 1
Bi-Gay Women in Us and Europe
Objective 1
Show to bi/gay women that the app is open for them too.
Tactic 1
- Humoristics ad before porn videos on YouPorn and PornHub
- Create and diffuse a video in which multicultural women coming from different
countries, fighting for LBGT say : I choose Grindr
Message 1
Grindr is for every LGBT member, including women! Use an app that represents your values!
I choose Grindr

28. Strategy 2: Use a target media advert
Public 2
People caring about security & internet privacy. Influencers, medias
Objective 2
Get people feeling safer
Tactic 2
- We can improve the report system and showing warnings when people send pictures.
- We can crypt personal data and personal conversations
Message 2
Grindr is now a safe & secure app
WARNING
Do you trust the
recipient?
If you’re not 100% sure,
don’t send a picture.

29. Strategy 3: beta version with concept of video
Public 3
People who like to take videos and photos: users of social medias
Objective 3
The video concept is not developed on dating apps in general and could bring us added value.
Tactic 3
-Submit a test version of the application, totally free
- At each end of the video chat, send a form so that users can rate the feature
Message 3
Flirting is good, seeing yourself is better. Because it's never been easier to see yourself without moving
Detective Love
« solve the mystery of your heart »
Mr Pavoshko

30. Campaign Timetible

31. Campaign Timetable

32. Public & message chart
Public Objective Strategy Tactic Message
Influencers,
medias
Get people feeling
safer
Partnership with social medias
to include their Pop-up.
A pop-up appears when an
surfer will send a picture in
social medias with the logo
Grindr.
« WARNING
Do you trust the recipient? If
you’re not 100% sure, don’t
send a picture. »
Grindr is now a
safe & secure app
Gay Men not
users of Grindr
The concept of
videos could bring
us added value.
Communication around the
concept of videos in social
medias and cinemas.
Hidden camera which present
the concept in application,
with the participation of
celebrities.
At the first plan a Grindr’s
users chat without video and
when he activates the video
he look a celebrity.
Flirting is good,
seeing yourself is
better.
Bi/ gay women Show to bi/gay
women that the
app is open for
them too.
Promote using of Grindr by
women around the world and
support the values of bi/gay
women
Create and diffuse a video in
which multicultural women
coming from different
countries, fighting for LBGT
say : I choose Grindr
Grindr is for every
LGBT member,
including women!
WARNING
Do you trust the
recipient?
If you’re not 100% sure,
don’t send a picture.
I choose Grindr

33. Evaluation Plan

34. Evaluation Plan
Objectives Evaluation Questions Indicators Data collection Strategy
(Evaluation methods)
Communicate about the
fact that Grindr is for all
now, including gay/bi
women
(Use Social Media for
that)
Are women aware that
Grindr is open for them?
Are they ready to switch to
an application they can
share with all the LGBT
community?
Numbers of new
subscriptions coming from
our social media
Make it bigger new premium
accounts coming from our
sponsorship offer
The positioning and impact
on gay women of our ads in
the metro
Tracking our links on social
media
Online surveys
Interviews in subway stations
for example
Improve the safety and
security feeling
Do Grindr new users feel
secure?
How do we talk about Grindr
in the media after the new
launch?
Customer response in all its
varied forms
Monitoring and feedback
systems
Develop the video
concept
What users think of our beta
video chats version?
Users answers and rates Simple forms at the end of
the video chat with ready
made answers to rate the
quality of this new service

35. Surveys Questions
1- Do you use dating apps?
· YES
· NO
2-Do you know Grindr?
· YES
· NO
3-If so in what frequency ?
· Everyday
· Twice a week
· Once a Week
· Monthly
· Rarely
· Never
4-What are you toughts about dating Grindr ?
· Open question
5-What is the biggest problem with dating
apps?
· Open questions

36. Any questions?