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!