Creative Marketing Strategies leading to Tinder's Success!
- Mahima Gupta
- Nov 30, 2021
- 2 min read
We all are aware of the phrase “SWIPE RIGHT” and even the ones who don’t use Tinder are aware of it !
Before the launch of Tinder, Dating apps such as OKcupid in the US market didn’t focus on Generation Z and they were mostly for the millennial, so in order to fill this gap Tinder emerged as a dating application, which particularly focused on people 18 and above 18 years old.
It captured the untapped market of single young adults.
Tinder particularly targeted the college students who lived in highly social environments and was dependent just on the word of mouth marketing.
This kind of marketing is effective only if the company has a good product and Tinder was already a solution to all the already existing dating apps problems.
MARKETING STRATEGIES
Meme Marketing in India -
Tinder used the meme marketing strategy on all its social media platforms including instagram because tinder recognized that the best way to approach its customers is through memes.
A meme trend based on “Binod” recently was in trending in India and Tinder didn’t let go this opportunity and released a meme based on
Binod- BAENODLOVE
Guerilla Marketing -
For its guerilla marketing strategy, Tinder came up with a very creative idea.
They randomly left an open matchbox in an area and when people asked for it,
Why a Matchstick?- They said, well, it’s a Match.
Events and Web Series -
Tinder hosted and sponsored many offline events such as Female empowerment show in India and during this show; many females came forward and had a discussion on various topics such as technology, love and work life.
In Australia- When Tinder launched its festival made application, it sponsored a local music festival in the country named - Splendour in the Grass.
Influencers and Ambassadors -
Influencer marketing is so common these days and how can Tinder stay behind when it comes to getting the brand promoted via celebrities and influences.
In India, Tinder collaborated with various content creators and celebrities such as Tanmay Bhatt and Ananya Pandey.
Recently, they collaborated with a well-known content creator named Kusha Kapila and named the campaign SWIPE RIDE.
Under this collaboration, all you need a Tinder OTP and Kusha will be the one to take you to your TINDER DATE.
Mahima Gupta
386 Words
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