Brands are cosying up to Tinder. And to its 60 million users. In Belgium this summer, Lipton Ice Tea and Ola ventured into Tinder matches. Primus beer had already tried this in 2014. Let’s take a look at what drives advertisers to woo Tinder and outline some tips to avoid getting the brush-off.
2014. A first in Belgium. Beer brand Primus creates fake female profiles on Tinder. When a guy responds to one of the profiles, a message from the brand appears – “Just grow some balls and chat up a girl at the bar instead” – and he wins two beers, one for him and one for the girl of his choice, whom he takes to a bar and is served the beers when he shows the Primus message to the barman.
With “Bartinder”, Primus’ intention was to put an end to the annoying tendency that more and more men have developed of hiding behind their smartphone to flirt – and go back to the good old chatting up methods instead.
In summer 2016, Unilever surprised Belgian users of Tinder with campaigns for its brands Liptons Ice Tea and Ola. With Ola, flirty profiles were created for various ice creams. A positive swipe directed the Tinder user to a mobile page on which he could win tickets to the cinema. With Lipton, he received a free pair of sunglasses after subscribing to a site. The result: a commitment rate up to three times higher than the benchmark for the two promotions.
Gleaning information, not just advertising
The survey involved 100,000 Tinder profiles. The result: well-groomed men have a 74% additional chance of attracting women. The brand then invited bearded men to shave, to find out which of their photos – before or after shaving – was the more successful.
Organisations use Tinder as well
Tinder is not confined to brands. Organisations have also made it a channel of communication of choice.
ASH Organization, an American anti-smoking organisation, launched “Smoking Hot” on Tinder. Two almost identical profiles were created for a young woman, one showing her with a cigarette in her mouth, the other without. The non-smoking profile received twice as many matches. It’s a way for the organisation to show that a smoking woman is less attractive.
In Brazil, one organisation even used Tinder to find people who had disappeared. Of 100 profiles created, 23 people were located.
How to make sure you get a match
To run a campaign on Tinder, you must first create characters, a scenario and dialogue. If you use a robot to automate the profile selection and dialogue, warn Tinder to avoid being banned from the platform. Also, filter the profiles using key words that are important to your brand.
Don’t be afraid to have a go on Tinder. If you offer a real experience and not just a coarse publicity stunt, the public will react very well. The app is just the starting point. Once the dialogue has been started, you can direct your target away from Tinder. This is even recommended.
Take Tinder for what it is, that is, a tool for targeting, not volume, that enables you to generate commitment. The click transformation rate is often high, at between 40 and 50%. Furthermore, using Tinder ensures visibility and media pick-up. Once a brand has advertised on Tinder, everyone talks about it! For the moment at least.
Finally, just remember that it will cost you between €5,000 and €10,000 to run a campaign on Tinder. Our final piece of advice: the brand’s Tinder account manager should definitely warn his or her partner – you never know…