SWIPE RIGHT PLUS Marianne Chelsea Aaron Frederico
TINDER Tinder is how people meet. It’s the world’s most popular app for connecting with new and interesting people around you. It’s free, fun and effective. That’s why every single day there are more than 26 million matches made on Tinder.
CRUNCHBASE
PERCEPTIONS
IF YOU’RE SEARCHING FOR LOVE, YOU’RE LOOKING ON eHARMONY
WITH TINDER…
🍆👌
YOU’RE JUST TRYING TO GET SOME
AND YOU LOOK DESPERATE DOING IT
THE REALITY I DON’T WANT TO PAY FOR THE CASUAL HOOKUPS I WAS ALREADY GETTING FOR FREE
HOW DO WE GET 500K TINDER USERS TO
COMMIT TO SPEND MONEY ON AN APP THAT
STANDS FOR NONCOMMITTAL
?
THEY’RE NOT FANS OF COMMITMENT THEY GREW UP IN A SOCIETY WITH A 50% DIVORCE RATE
BY 40 YEARS OLD GEN X
MILLENIALS
1 IN 5 SINGLE
1 IN 3 SINGLE
WHAT ARE TINDER USERS ACTUALLY COMMITTED TO
?
THEMSELVES FURTHERING THEIR EDUCATION ESTABLISHING THEIR CAREER & MAKING SURE THEY HAVE MONEY
MINTEL, MARKETING TO MILLENNIALS
TYLER & ALLISON
TYLER & ALLISON traveling tinderella
tindress in New York
CONSTANTLY TRAVELING FOR WORK AND IS ALWAYS LOOKING TO MAKE MORE OUT OF HIS TRIP. HE’S ON TINDER AT EVERY MEAL, CHECKING TO SEE WHAT NEW PEOPLE HE CAN HANG OUT WITH
BORED WITH HER NETWORK OF BOYS, SHE SEEKS EXCITEMENT ON TINDER. ON EVERY NEW DATE SHE’S SWIPING RIGHT AND LEFT TO SEE WHO SHE CAN MEET UP WITH NEXT.
THIS IS WHAT PEOPLE KEEP TELLING THEM “Do you want fast or forever?”
eHarmony Founder Neil Clark Warren
“
YOU’RE MISSING OUT ON HAPPINESS BY NOT BEING IN A RELATIONSHIP
THIS IS WHAT WE FOUND
INSIGHT
INSIGHT THESE DAYS IT’S NORMAL TO BE SINGLE
AND HAPPY…
INSIGHT THESE DAYS IT’S NORMAL TO BE SINGLE
AND HAPPY…
BUT YOU STILL GET LONELY
?
HOW DO YOU FIGHT LONELINESS
WITH
FRIENDS DATES MEETING NEW PEOPLE SHARING EXPERIENCES GOING NEW PLACES TRYING NEW THINGS
WITH TINDER+ LIFE HAPPENS WHEN YOU
MEET PEOPLE
TYLER & ALLISON
traveling tinderella
tindress in New York
TIMELINE - PASSPORT I
II
III
IV
AWARENESS
AFFINITY
ADOPTION
ADVOCACY
KNOW IT
LIKE IT
USE IT
SHARE IT
AWARENESS WHO WHAT WHEN CHANNELS HOW
Current heavy users (2+ hours/day) To know about Tinder Plus 1-6 months In-app alerts, Social Media, Owned media, OOH, Promoted Tweets, Airport Displays Notify users while using app on new Tinder Plus feature -- Passport (global matches)
AFFINITY WHO WHAT WHEN CHANNELS HOW
Current heavy users travelling at least twice a year To like Tinder Plus 1-2 months Virgin Airlines Passport Activations, Celebrity Meet-ups Expose users to Passport before flying to new destinations
ADOPTION WHO WHAT WHEN CHANNELS HOW
Heavy (2+ hours/day) and average (Less than 1.5 hours/day) users at tourist destinations To use Tinder Plus 3-4 months Tinder International Match Party, Most Swiped Contest (Times Square) Live demonstrations of Passport streamed at global tourist destinations
ADVOCACY WHO WHAT WHEN CHANNELS HOW
New Tinder Plus Subscribers To share Tinder Plus 4-6 months Social Media & Earned Media Spotlight best user experiences to attract new users
THANK YOU, WE HOPE YOU SWIPE RIGHT