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
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.
13. Why advertise on Tinder…
• 100% visibility
• expansive reach
• creative and lucrative platform
• Active user-base
• good way to capture mobile market
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”.
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.
