Fresh Spin on Forlagið's Christmas Book Advertising Triumph on Tinder
Road-trip romances ignite among Icelandic writers on Tinder dating app
In a surprising turn of events, Forlagið Publishing has discovered a goldmine in an unlikely location: the dating app Tinder. Egill Oern Johansson, the CEO of Forlagið, couldn't hide his shock and delight when he found out that their Christmas books were being promoted there.
During a meeting with his marketing advisor this week, Egill revealed that while they're actively advertising their books worldwide on the web using platforms like Google Ads, they'd unintentionally landed on Tinder. To their astonishment, between the flurry of romantic escapades, users were being served up the company's literary wares touted for the festive season.
"Advertising on Tinder has been a wild card, and we didn't expect it to be as successful as it has been," shared an elated Egill. He shared that the response rate to the ads was significantly higher than what they'd previously experienced, suggesting that Tinder might hold promises as a new avenue for book advertising.
The Silver Surfer Setkeep
The analysis of the results unveiled some intriguing insights. The books by Arnaldur Indridason and Kristin Eiriksdottir appeared to be the most popular among Tinder users. What caught Egill's attention, however, was the high interest exhibited by users aged 65 and over. "We were taken aback by the level of enthusiasm among this age group," he admitted. As a confession, Egill shared that he's never personally ventured onto Tinder.
Egill was thrilled with the Christmas sales this season and credited the unconventional Tinder advertising for a significant portion of that success. "I believe this underscores the profound love Icelanders hold for books, especially during the holiday season," he mused, referencing the recent report by the Icelandic Research Center for Shopping and Leisure, which indicated books and board games as the most popular Christmas gifts this year.
Digging Deeper: Potential Factors for Success
The success of Forlagið's Tinder campaign could be attributed to several factors:
- The unexpected nature of using a dating app for book promotion might have piqued the interest of users who don't typically encounter such ads.
- The campaign may have effectively targeted an older demographic that is active on Tinder but not commonly exposed to traditional book advertising. This new audience might appreciate the convenience of discovering books on a familiar platform.
- The ads could have engaged users through compelling storytelling and vivid visuals, particularly appealing to an older demographic with a strong affinity for storytelling and nostalgia.
- The ads could have resonated with older Tinder users who might have different interests compared to their younger counterparts, such as a stronger emphasis on shared values, companionship, or cultural activities.
To truly grasp the reasons behind the campaign's success, more specifics about the campaign's content, targeting strategy, and user engagement metrics would be beneficial.
- The Christmas books by Forlagið, marketed unexpectedly on Tinder, caught the attention of users who rarely encounter such ads.
- The older demographic active on Tinder responded positively to the ads, suggesting that this platform could be an effective avenue for book advertisements.
- The success of Forlagið's Tinder campaign might have resulted from engaging storytelling and visually appealing ads that resonated with an older demographic.
- Older Tinder users, with an emphasis on shared values, companionship, or cultural activities, may have appreciated discovering books on a familiar platform like Tinder.
- Egill, surprised by the success of the Tinder campaign, attributes the increased Christmas sales to this unconventional promotional method and the enduring love Icelanders have for books, especially during the holiday season.
