SWIPING LEFT ON THE CURRENT MARKETING STRATEGY.
GROUP 26 | RISKIBIZ AUDRA FIE LDS • E MILY FU • AVANTI VYZA • AMY XIN • S TE VE N YE N
RELEVANT
CULTURAL SHIFT
WHY TINDER?
FUN & “RISKI”
SATURATED MARKET
C O M PA N Y • Founded in 2012 by Sean Rad and Justin Mateen • Led the movement of mobile app dating • Changing the nature of online dating • Mission statement is to be “the fastest and easiest way to meet new people and form new connections”
USERS • 79% millennials • 67.8% males vs. 32.2% females • 58 million active user base • 1.6 billion swipes and 26 million matches per day
BACKGROUND
COMPETITORS
PHASE I FINDINGS 1
2
3
A majority (60%) of people do not find Tinder enjoyable, nor are they satisfied with the matches that Tinder generates for them.
People use Tinder with different intentions (e.g. having casual conversations, receiving compliments, finding hookups, launching serious relationships).
Competitors focus on helping users find more serious relationships.
It’s frustrating for users to be matched with others who have different intentions.
GROWTH GROW TH ROUTES ROUTES
1.
Status quo: View all users as one segment.
2.
Segment all users via usage intention and target each segment.
3.
Segment all users via usage intention and target one specific segment.
GROWTH ROUTE EVALUATION DON’T RE-SEGMENT
ROUTE 2
GROWTH ROUTE 1
TARGET ALL SEGMENTS
OR
OR
RE-SEGMENT
ROUTE 3
GROWTH ROUTES 2&3
TARGET ONE SEGMENT
“CARTERS”
“STACYS”
“CHAZ’S”
“KEVINS”
“MIRANDAS”
“SCARLETTS”
Heterosexual males looking for hookups
Heterosexual females looking for serious relationships
Homosexual males looking for hookups
Homosexual males looking for serious relationships
Heterosexual females looking to chat
Heterosexual females looking for hookups
X
X
Low commitment, low-quality matches Low commitment, high-quality matches
X
X
(Grindr already reaching)
High commitment, low-quality matches High commitment, high-quality matches
X
(Bumble, CMB, OkCupid already reaching)
X
(OkCupid already reaching)
SEGMENTATION
PHASE II FINDINGS DIFFERENT INTENTIONS
SIMILAR CONNECTIONS
USER NEED
Both men and women agreed that matches with different intentions are dissatisfying. They also agree that having a personal connection with a match makes the casual relationship more enjoyable. •
“A hookup isn't always just about a physical connections - it helps to have a lot of common interests that actually get you to like the person aside from just physical looks.”
•
“I like to go on a date before hooking up to make sure that I feel comfortable with that person. A hookup is more enjoyable if you can laugh before/during and feel comfortable with that person.”
People want to use a dating app seeking “no strings attached” relationships while also having high-quality matches.
HIGH-QUALITY MATCHES
GOAL
CASUAL INTENT
SERIOUS INTENT
LOW-QUALITY MATCHES
PERCEPTUAL MAP
SELECTED GROWTH ROUTE Tinder should target users seeking low commitment relationships and increase their satisfaction with the Tinder experience and match quality.
GROWTH ROUTE 3
For single heterosexual millennials seeking low commitment connections, Tinder is a dating app that makes it easy and fun to find casual, high quality connections. Compared to other apps, this is done by offering curated match candidates based not only on interests and location, but also intention for the relationship, on a gamified platform.
POSITIONING STATEMENT
GROWTH ROUTES STRATEGY
1.
Introduction of in-app features to increase match quality
2.
Digital media campaign to spread awareness of Tinder’s new brand focus: low commitment connections with a philosophy of “let’s see where this goes”
3.
Pricing: • Basic: $0 • Tinder Plus: $9.99 or $19.99/month • Tinder Gold: $14.98 or $24.98/month
4.
Channels: • Distribute through App Store/Google Play
5.
Measurement • Increase match satisfaction à increase NPS
IN-APP CHANGES New in-app features to increase match satisfaction. LOW C O M M I T M E N T
Within settings, users can reveal intention through selecting tags to answer the question “What am I looking for?” • Good Conversation • Hookups H I G H - Q UA L I T Y
Gamified swipe cards on interests will be displayed. • Would you prefer a walk in nature or a visit to a bookstore? • Would you prefer a meal at a rooftop restaurant or fast food joint?
MESSAGE “Let’s See Where This Goes...” C AMPAIGN
Something that can either grow stronger or fade away down the line
Casual, but open-minded
No strings attached
Open-ended
MEDIA: SNAPCHAT CAMPAIGN
“LET’S SEE WHERE THIS GOES…” SNAPCHAT C AMPAIGN WHEN
HOW
Singles’ Awareness Day (February 14th) 1. Add Tinder Snapchat account. asd
2. Send in charming snap while using Tinder lens. adas
3. The snap will be sent to another user who has also added the Tinder Snapchat account and is on your university’s campus. asd
4. Start a snap streak and see where it goes. WHY
Opportunity to navigate to Tinder and continue the conversation.
MEDIA: YOUTUBE INFLUENCERS
“LET’S SEE WHERE THIS GOES…” DOCUMENTARY SERIES ON YOUTUBE RED W H AT
• Users get to help influencer decide which action to take throughout the day by swiping left and right on different options within ads in Tinder. DAS
• Follow the influencer in a 6-part video series and see where it goes.
WHO
WHY
Features single YouTube influencers with diverse follower bases, such as Jeanine Amapola, a UT alumna who vlogs about fashion, beauty, and lifestyle. Users get to partake in an interactive and engaging journey, showing how Tinder can lead you on an exciting adventure.
Estimated costs: $1.56 million ACTIVITY
COST
In-app feature development costs
GROWTH ROUTES MONEY
$1,200,000
Snapchat lens covering the top 9 Tinder using universities
$8,730
Snapchat “Let’s See Where this Goes…” Campaign
$50,000
Video Creation & Production
$300,000
TOTAL
$1,560,000
Estimated Impact IN-APP CHANGES • User satisfaction levels with match quality increases from 40% to 60% • NPS increases 21 to 33
DIGITAL MEDIA CAMPAIGN • 2,212,000 target demographic reach
QUESTIONS?