tinder + presentation
TRANSCRIPT
Tinder Plus #anyoneanywhere
group deux
AgendaThe Task
Tinder TruthInsight
OpportunityComms Platform
Execution
The Task
Up-sell 1% of existing users to Tinder Plus in the next 6 months
Tinder TruthMale Users are at an all-time high
Tinder Culture Truth
“Women are much more likely to have experienced uncomfortable or bothersome
contact via online dating sites or apps”
Source: Pewinternet: Part 2: Dating Apps and Online Dating Sites
42% of female online daters have experienced this type of contact at one point or another.
Source: Pewinternet: Part 2: Dating Apps and Online Dating Sites
Women are Told How to Act
Female Sentiment is Negative“I realized I could spend hours swiping and some of the "DTF" or similar messages I was getting were creeping me out because that's not what I was on it for.” - What Women Really think about Tinder: Cosmopolitan
“It’s 4am on a Tuesday when my phone pings… It’s from Otis, 27, who I have apparently just matched with on Tinder: ‘Hey sexy like ur curls. Wanna come over and get naked and I’ll show you my curls.’ And that was the day I deleted Tinder.” - Hannah Ellis Peterson
“I hadn’t escaped the bullshit gender politics of New York City’s glorious sexual landscape. I still felt the stigma of “having sex like a man” … while these guys still seemed to view themselves as my casual conquerors.” - Kelsea Stahler
“I uninstalled Tinder because I felt like all my options were the same” - Steph Liao
The Insight
Women are OVER IT!
Encourage women to break the dating barriers and take matters into their own hands by expanding their
opportunities through the #anyoneanywhere platform
The Opportunity
Our Audience- Works hard and plays hard
- No time to wait for her “prince charming”
- Wants to take control over her dating life
- Sick of jerks online and offline
- Traveler/Explorer
Comms Platform: #anyoneanywhere
Define the overall tone, creative direction and implication of the ‘over it’ narrative
Task 1: Awareness Task 2: Education Task 3: Maximize+Convert
Series of videos that work to support and encourage women to take matters into their own hands
Gala is a converting tool, that builds upon the experience of taking
matters into their own hands and provides an
opportunity. Tactics
Pr Event: Anyone Anywhere Activation
Facebook: Brand Broadcaster
In App: Quick Right Swipe
Digital Partnership: Publications
Tactics
Provocateur<- Introduce Tinder Vigilante
Digital Partnerships: Jezebel + Buzzfeed + Etc + Variety + Vodue
Tactics
Give Away
Partnership: AirbnB, Airlines
AWARENESS
Educate
Encourage women to take matters into their own hands
Maximize + ConversionGala All-expenses paid trip
Thank You!