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Tinder + Presentation
- 2. Agenda The Task Tinder Truth Insight Opportunity Comms Platform Execution
- 3. The Task Up-sell 1% of existing users to Tinder Plus in the next 6 months
- 4. Tinder Truth Male Users are at an all-time high
- 6. “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
- 7. 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
- 8. Women are Told How to Act
- 9. 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
- 10. The Insight Women are OVER IT!
- 11. Encourage women to break the dating barriers and take matters into their own hands by expanding their opportunities through the #anyoneanywhere platform The Opportunity
- 12. 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
- 13. 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
- 14. AWARENESS
- 15. Educate Encourage women to take matters into their own hands
- 16. Maximize + Conversion Gala All-expenses paid trip
- 17. Thank You!
Notas del editor
- ‘Curate’ Experiences: Gives Us Options The finding is right in line with previous research from the Pew Research Center, which found that 13% of American males were on dating apps or sites like Tinder compared to only 9% of women. So, why are men specifically flocking to instantly gratifying, fast-paced dating apps?
- Find Data: that supports our Problem: Girls are restricted Data to back up: Girls are over this tinder Men and women are equally likely to say that they have encountered others misrepresenting themselves in their profile,
- Find Data: that supports our Problem: Girls are restricted Data to back up: Girls are over this tinder Men and women are equally likely to say that they have encountered others misrepresenting themselves in their profile,
- Lack of sense of empowerment they feel like it’s all the same deal (nothing new)
- Find Data: that supports our Problem: Girls are restricted Data to back up: Girls are over this tinder Men and women are equally likely to say that they have encountered others misrepresenting themselves in their profile,
- Tradition/society encourages females to “wait” for their prince charming.