How to get a 'swipe right' from consumers.

1. LESSONS
IN ATTRACTION:
HOW TO GET A
‘SWIPE RIGHT’
FROM
CONSUMERS
CRAFTED BY THE PLANNING DEPARTMENT @ BBDO SINGAPORE

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Love is in the air, but finding ‘the one’ these days is often more
about swiping a screen than sweeping your sweetheart off
their feet. When it comes to attraction, online daters know
how arduous it is to entice the elusive ‘swipe right’ from a
potential ‘perfect match’. As advertisers, we suffer a similar
struggle to capture the attention of people in an effort to
‘stop the scroll’.
So, this Valentine’s Day we explored what brands can learn
from the world of dating apps in the attempt to ‘swipe right’,
or ‘stop the scroll’.
INTRODUCTION

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Dating has been forever changed by the rise of online tools that
seek to play the role of cupid; connecting and uniting like-minded
strangers in the hope of true love. The dating apps industry
is booming. In fact, since 2013 there has been a rise in online
dating across all age groups, to the tune of roughly 36%. If you
are a Millennial, research reveals that there is a 1 in 5 chance that
you have used or are currently using one of these apps. Overall,
Millennials are set to become the most ‘single’ generation ever,
with marriage rates predicted to be lower than any generation
previously.
Asia boasts the most fragmented dating app market in the
world. While you may have heard of global powerhouse apps like
Tinder, locally styled dating apps prevail in Asia. For example,
China’s own Momo has a staggering 180 million registered users
and reported revenue of $157 million (USD) in Q3 of 2016, alone.
MODERN
DAY DATING

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DATING APP
GLOBAL
ESTIMATED REGISTERED USERS
#1 APP
IN … (ASIA ONLY)
338 million, total Indonesia, Malaysia, Thailand
50 million, per month India, Philippines, Singapore
180 million, total China
20 million, total Vietnam
10 million, total Japan
8 million, total Taiwan
1.2 million, total South Korea
YYC
Heartbeep

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Worldwide, singles are now spoilt for choice when it comes to
methods for meeting new people. Dating apps are becoming
even more tailored, aiming to increase your chances of a perfect
match through intelligent use of algorithms and volunteered
data. Hater, for instance, is a new dating app launched this month
which seeks to connect singles based on their mutual hate of
anything, from Trump to coriander.

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Even social media giants like Facebook and WeChat have caught
on to the dating app boom. Spotting the potential early, WeChat
already offers a tool called ‘Look Around’, which allows users to
strike up a conversation with nearby strangers. Facebook, on the
other hand, launched its ‘Discover People’ function this month.
‘Discover People’ will recommend a selection of random profiles
to users who are not already friends, but share similar interests.
However, having more ways to meet a potential soulmate may
not be the answer to a lonely heart.

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The ‘paradox of choice’ is a phenomenon whereby people
confronted with an abundance of equivalent options end up
feeling depressed and are ultimately incapable of making a
decision. Psychologists maintain that too much choice not only
causes choice paralysis, but also self-loathing, regret and inflated
expectation.
‘The Jam Study’ is considered a classic experiment in consumer
psychology. It related the ‘paradox of choice’ to purchasing
behavior. Conducted by psychologists at Stanford University,
the study found that consumers were 10 times more likely to
purchase jam displayed in a supermarket when the number of
varieties was reduced from 24 to 6.
THE PARADOX
OF CHOICE

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A 2016 experiment by the University of Wisconsin related this theory
to online daters, with the exact same conditions. Unsurprisingly,
participants who chose from a collection of 24 possible dates were
less satisfied with their choice of date than those who chose from a
collection of just 6. On top of that, the daters who had more options
were more likely to want to reverse their decision. These singletons
were unable to shake the anguish of the ‘FOMO’ or in consumer terms,
‘buyer’s remorse’.
Expanding on these ideas, a report by University College London
related that it is not necessarily the quantity of choice which disheartens
us, but an absence of distinctiveness. In other words, it is the lack of
meaningful contrast between options which drives our discontent.
...IN THE
WORLD OF
DATING APPS

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Contrary to the science of choice, the online dating industry
continues to grow in size and increase efforts in algorithm
optimization for similar partner pairings. As a result, standing out
in a sea of sameness is the secret to success. Fortunately, online
love experts have proven that presenting yourself differently can
increase the likelihood of securing a date.
SECURING
THE SWIPE

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THE FIRST MOVE THE ICEBREAKER THE COMPANY YOU KEEP
BE BOLD
Using the word “sorry” in your
opening message to a potential date
reduces your chances of getting their
number by 56%.
BE AUTHENTIC
Your online profile stands the best
chance of attracting attention if
you appear more humble and real.
Revealing some flaws, either in your
profile or photos, will increase your
trustworthiness and hence, your
response rate.
CATCH THEIR EYE
49% of online daters say they are
looking for someone with physical
characteristics they find attractive.
FIND A SHARED PASSION
64% of online daters say they are
looking for someone who shares
common interests.
HAVE A FRESH
PERSPECTIVE
Research shows that “hey” is a poor
performing opening line. A fresh take
on a classic pick-up line could increase
your response rate.
For example, “best discovery: Netflix
or avocados?” could improve response
rate by 20%. “Two truths and a lie;
ready, set, go!” by 30%.
FEEDBACK MATTERS
Many dating apps now include peer
review systems for singles. Poor
reviews will mean you are 88% less
likely to receive a ‘swipe right’.
Whereas, being well rated will increase
your chances by 78%.
ALIGN WITH AN
INFLUENCER
To increase responses from women by
30%, men should quote or name-drop
Shakespeare.

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THE PARALLEL
BETWEEN SECURING
THE SWIPE &
STOPPING THE
SCROLL
Whether you are single and swiping or choosing a laundry
detergent, the ‘paradox of choice’ is present in both the dating
world and the psychology of purchasing. Parallels can be drawn
between how we secure a swipe and how we convince consumers
to choose our brand. Building a meaningful brand positioning is
at the core of standing out and gaining loyal followers in the art
of love, and advertising. Logically, we can use the above tried
and tested methods of attracting a date online as inspiration to
capture the attention of consumers.

12. CRAFTED BY THE PLANNING DEPARTMENT @ BBDO SINGAPORE
THE FIRST MOVE THE ICEBREAKER THE COMPANY YOU KEEP
BE BOLD
Have a point of view on the world, and
present it boldly without apology.
BE AUTHENTIC
Be human. This means speaking like a
human, talking to people not ‘users’.
CATCH THEIR EYE
Great design, whether it’s of your
social post or packaging, can be what
captures attention.
FIND A SHARED PASSION
Find out what your customers,
whether they’re current or
prospective, love, and talk to them
about it.
HAVE A FRESH
PERSPECTIVE
Apply the first date rule. If you only
talk about yourself, no one will stay for
long. Be original, be fresh, and make it
about them – not just you.
FEEDBACK MATTERS
Much like dating, a bad experience
is great fodder for conversation. Pay
attention to the experience you’re
creating to be nothing short of
delightful.
ALIGN WITH AN
INFLUENCER
You are the company you keep.
Co-create with the people your
audience respects and listens to, to
add some cred to your own brand.
The art of attraction is complex, particularly in the context of a crowded market, digital community, or bar. Yet it is clear
that while the playing field may change, the same rules apply.

13. CRAFTED BY THE PLANNING DEPARTMENT @ BBDO SINGAPORE
>> http://www.newsmax.com/Finance/StreetTalk/millennials-generation-wealth-Gen-X/2014/07/21/id/583940
>> http://amigobulls.com/stocks/MOMO/income-statement/quarterly
>> http://www.bbc.co.uk/news/resources/idt-2e3f0042-75f6-4bd1-b4fe-9056540c65f8
>> https://team.badoo.com
>> http://www.dailymail.co.uk/sciencetech/article-3851142
>> https://www.immomo.com/aboutus.html
>> http://www.marketing-interactive.com/opinion-a-friendly-swipe-at-paktors-new-name
>> http://www.yyc.co.jp
>> https://itunes.apple.com/sg/app/ipair-meet-chat-dating/id476289593?mt=8
>> https://www.apptweak.com/applications/ios/heartbeep/989085362?country=kr
>> http://www.digitaltrends.com/mobile/hater-dating-app
>> http://www.businessinsider.sg/facebook-launches-discover-people-talk-random-strangers-online-networking-dating-2017-2
>> https://www.ted.com/talks/barry_schwartz_on_the_paradox_of_choice
>> http://digitalintelligencetoday.com/the-jam-study-strikes-back-when-less-choice-does-mean-more-sales
>> http://nautil.us/issue/41/selection/the-problem-with-modern-romance-is-too-much-choice
>> http://discovery.ucl.ac.uk/1336308/
>> http://metro.co.uk/2016/03/18/this-one-error-could-ruin-your-chances-at-finding-love-when-online-dating-5759740
>> http://dailymail.co.uk/sciencetech/article-2949870/Scientists-reveal-secret-online-dating-humble-real-profile-key-success.html
>> http://www.eharmony.com/online-dating-statistics
>> http://www.statisticbrain.com/online-dating-statistics
>> https://www.bustle.com/articles/140066-the-one-word-to-stop-using-on-dating-apps
>> https://www.accesswire.com/435317/84
>> http://mashable.com/2016/04/23/shakespeare-dating/#4u0ewGHZ7GqD
REFERENCES