Creating Awareness for an Intimate Brand with Tinder and OkCupid
A gentle trimmer for even the most sensitive body areas, the Philips BG1025/15 Body Trimmer lets you comfortably get rid of unwanted body hair from all BODY areas. The uniquely designed Skin Protection System guards your skin from exposing to a bare blade. The long-lasting blades are designed to last, time after time and don't need replacement on a regular basis.
The Opportunity
Philips wanted to launch an awareness-based campaign to promote their Body Grooming Trimmer among relevant audience.
The Strategy
We suggested matchmaking platforms like Tinder and OkCupid. Tinder was used by creating branded profile cards, while OkCupid was used by creating Banner Ads which would appear in front of users which fall into the specific target audience. Tinder and OkCupid are some of the leading online dating apps which would be appropriate platforms to place ads related to Body Grooming Appliances.
The Execution
We executed Branded Profile cards within Tinder platform and banner ads on OkCupid.
1. Tinder users were shown Brand profile cards within their native Tinder flow, while OkCupid users were shown banner ads while using the application.
2. Age Group Targeted - 18- 30
3. Location - Metro and tier-2 cities
4. Device Targeting – Smartphones
5. Gender – Male+ Female
The Results
Impressions - 28,02,988
Clicks - 2,06,944
CTR - 7.38%
Insights
- Males from the age group of 25 - 30 has maximum reach, we see higher impressions and clicks from this audience age group.
- 74% clicks from Android devices - Audience were active between morning 2 AM to 6 AM, followed by evening 9 PM to 11 PM.
- Top performing cities - Mumbai, Delhi & Bangalore