Trend or Trash? targets an audience of millennial women by meeting them in the social sphere where they’re already active – Tinder. According to a recent survey, 79% of Tinder users fall into the category of millennials, an audience that is just beginning to solidify its tastes in fashion and will be a part of the fashion market and industry for at least 30 years to come.
Our campaign activates our target audience by utilizing an interface they already understand, namely Tinder’s “swipe right, swipe left” mechanism. In our engagement plan, Tinder users will semi-frequently encounter a “profile” featuring one of the images drawn from the survey. Users will be prompted to swipe right or left on the image if they think it is “trend” or “trash.” The data from these swipes will then be used to test our CEO’s hypothesis. Tinder has over 10 million active daily users, with 1.4 billion swipes occurring every day. These sorts of massive engagement numbers will ensure a high sample size and relatively active engagement with our campaign.
Additionally, users who swipe right on any outfit will receive an automatic message from a bot encouraging them to check out the individual articles of clothing featured in the image on our website. This secondary marketing campaign will further increase brand engagement. According to a recent article, “Two thirds of Tinder’s users think of themselves as brand-engaged, half say they tend to buy brands they see advertised and a significant 77% are telling their friends about new products. Across all of these attitudes, Tinder users are ahead of average.” These sorts of characteristics not only make our audience more informed and better suited to shape the results of the survey, but will also allow for further unpaid user outreach from the self-believed “trendsetters” that engage with our campaign.
The average smaller-scale Tinder ad campaign costs around $200-300, but by tailoring our target audience to younger women in contained geographic areas, we expect our campaign will come in closer to the approximate $100 budget.