Dynamic Marketing Communiqué

“It’s a match!” – Check out how swiping right on this platform meant an instant pizza date on Valentine’s Day! [Thursdays: FYO!]

September 9, 2021

Are you looking for a bit of customer love online? 

If you are, maybe you just need to do the first move to show them some love―or help them FIND love! 

Are you ready to swipe right? 

Here’s an interesting platform that lets you advertise your brand and connect with your target market in an unconventional way:


Tinder is a geosocial networking and online dating application that allows users to swipe right or left to like or dislike other users’ profiles. Once two users have “matched,” they can start exchanging messages via the app. 

With a monthly user base of 66 million, 85% of which are between the ages of 18 and 34, Tinder has caught the attention of brands looking to connect with millennials through unconventional marketing. 

How does the app help expand your business’ online reach? 

Through Tinder Ads! 

These ads are programmatic digital ads that enable brands or businesses to get in front of Tinder users. 

… and as with all other types of ads, there are best practices to follow when using Tinder Ads. Especially that you’re promoting your brand on a dating app, you have to be creative to capture your target market’s attention. 

Here are some things to keep in mind if you plan to advertise on Tinder: 

  1. Make sure your ads are eye-catching. Looks are key on the dating app. Users scroll through several profiles and only stop or sometimes swipe right if a person’s photo catches their eye. 

Use this principle in creating your ads and make sure your visuals are attractive to your target market. This will make them stop scrolling and read your ad content! 

  1. Write interesting copy. Your ads should use phrases or sentences that resonate with Tinder users and spark their interest. Use emotional triggers that compel them to act on your call-to-action (CTA). 
  1. Be yourself. Make sure you maintain your branding when you advertise on Tinder. As some users say, what’s worse than being ghosted (cut off from all communication without explanation) is being catfished (victimized by a person who pretends to be someone else online). 
  1. Help your target market with their dating life. Majority of those who use Tinder do so because they’re single and ready to mingle. So, why not use your products or services to encourage users to connect with each other? Help someone make new friends or even score that date with another user! 

By focusing your ads on the love and dating aspects of your target market’s lives, you’re creating avenues to help them find their life partner. Wouldn’t that be an epic brand story? 

  1. Make your ads simple. If you want your Tinder Ads to stand out, keep them simple. Let users know who you are and what you do, then make sure your CTAs are clear and convincing. 

Let’s take a look at how one brand used Tinder Ads to reach its target market… 

Domino’s is a multinational pizza company that has stores in over 83 countries worldwide. 

In February 2014, the brand turned up the temperature on Valentine’s Day with a Tinder campaign that allowed male and female users to swipe right for a chance to get free pizza and discounts. 

Domino’s Tinder profile page appeared as a potential match for both men and women, with three profile photos telling a comic-book-style-story that users can swipe through. 

Those who Swiped right got their Domino’s pizza flavor match, chatted with Dom Juan, the brand’s Valentine’s chat-up bot, and won “hot and tasty” dates in the form of free pizzas, freebies, and other deals. 

Such a fun and exciting way to spend Valentine’s Day! 

Aside from Tinder, the campaign got exposure through Domino’s social media channels, with some of the best “cheesy” one-liners and chats shared on the brand’s Twitter and Facebook pages. 

According to marketing agency Iris Worldwide, the campaign, which ran for one full week before Valentine’s Day, resulted in over 700 Tinder matches with Dom Juan and a combined social reach of more than 200,000 Twitter and Facebook users. 

One of the reasons why Domino’s marketing campaign worked was because even though it was obviously an ad, the content fitted within the context of Valentine’s Day. 

By using Tinder Ads on a themed day, the brand was able to engage users in a way that made them feel like Domino’s understood their dating woes! 

Just like Domino’s, don’t pass up on that opportunity to reach a lot of potential customers for your brand! 

Create ads or campaigns that fit within the context of Tinder and are driven by informative, compelling, rewarding, and entertaining content. 

After all, seeking to add value to your target market’s daily (dating and love) lives is an essential part of creating delightful customer experiences. 

Consider using Tinder Ads the next time you plan on doing something unconventional to market your business. This could be the “hookup” your brand is looking for! 

Happy swiping! 

About The Dynamic Marketing Communiqué’s
“Thursdays: FYO! Find You Optimization”

Why should you stop thinking SEO and start thinking FYO?

We’re not saying that you should abandon Search Engine Optimization (SEO).

Don’t get us wrong, of course, we know this is something very important, especially in today’s digital marketing age.

The internet landscape is vast, and a world of its own. You really need to distinguish yourself and make your brand/company/website known and easily searchable.

Better yet, get to the top of page one for Top Results on Google or any other search engine.

However, what is the purpose of SEO? It’s that customers Find You!

That’s what matters. So, while SEO is one factor of FYO… it really is only one, and we ought not to abandon all the myriad of ways digitally and offline for improving your FYO.

How can we look at this from a different and better perspective?

Let’s say you have it in the bag! You and your team are experts in SEO. Awesome. But did you ever wonder what else you could do to push it further and give your SEO skills a boost?

FYO! Find You Optimization!

You need your target audience to FIND YOU—your brand, product, service, or offer. This is SEO plus other tools that increase visibility online (and offline).

Every Thursday, we publish content on how you can get your target market to find you, beyond the typical “type and search.” There are other things you can do along with your SEO to give your online advertising process a boost.

Try considering other tactics beyond it—WOMO (Word Of Mouth Optimization), RO (Referral Optimization), and “All-Other-Means-Of-Getting-Your-Target-Market-To-Find-You” Optimization (AOMOGYTMTFY, if you’d like a long acronym). 

Part of a great marketing strategy is knowing how to adapt new methods and make use of different types of marketing and promotion that best fit your business goals and which give you the results you want.

Hope you’ve found this week’s insights interesting and helpful.

Stay tuned for next Thursday’s FYO!


Kyle Yu
Head of Marketing
Valens Dynamic Marketing Capabilities
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