When Brands Become Profiles on Tinder


In the world of marketing, one of the most important aspects is to be creative and think of new ideas. Methods like guerilla marketing also apply to digital marketing activities, but it’s not always easy to come up with a good idea that is also sustainable.

The team from Duschdate, a brand of Dr. Pfleger Arzneimittel, which sells showering and hygiene products in Germany, had an interesting idea to walk a new path. They created a profile on the popular dating app Tinder from Match Group and communicated with potential customers.

Related story: Tinder to Launch In-App Video Chats, but Is It Safe?

With that profile up and running, they spent time swiping right and therewith trying to get into contact with consumers. People who engaged in conversation with the brand received a discount coupon for their shop, and some even provided feedback in the chat. The user engagement was done by a person and not a chatbot.

Experiments are imperative for digital marketing

Since this sort of practice is against the terms of Tinder, the profile was deleted shortly after. Yet, in a LinkedIn post, Mirjam Kraus from Dr. Pfleger Arzneimittel and part of the Dushdate team confirmed that despite the short duration of the project, they were able to reach a few prospects and that they managed to have a few interesting conversations with potential customers. It was clear for them from the beginning that this would be a very short attempt at something new, but they also stated that it would be imperative to think outside the box and pursue new ideas.

Number of paid subscribers registered to Tinder from 1st quarter 2015 to 3rd quarter 2020
Source: Match Group, Image: Statista

Tinder also allows advertisers to place ads in various parts of the app. Still, they offer no feature that would allow the advertiser to step into a conversation with the users. This is where the approach from Duschdate allows for a better user experience since they chatted with an actual person rather than just watching a picture or video ad as part of their app journey.

Also interesting: Tinder to Introduce Swipe Night for Interactive Adventures

This experiment helped Duschdate to meet a few new prospects even though it didn’t last for long. Whether we are looking at digital marketing only or marketing in general, thinking of new ways to reach people with creative means should always be a priority. Even if some experiments might fail, they are still worth being tested.

If you’re not familiar with Tinder, you can have a quick look at their promo video below on how their dating app can be used.

YouTube: The Dos and Don’ts of Tinder | Profile Tips | Tinder

Photo credit: The feature image has been done by Carol Magalhães. The graphic in the body of the article has been provided by Statista.

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Christopher Isak
Christopher Isakhttps://techacute.com
Hi there and thanks for reading my article! I'm Chris the founder of TechAcute. I write about technology news and share experiences from my life in the enterprise world. Drop by on Twitter and say 'hi' sometime. ;)
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