Jan
16
Tinder Gets More Brand Dollars … by Testing Sex Appeal of Facial Hair
Posted in: Uncategorized
Tinder is capturing ad dollars from a large brand, but it’s not through traditional advertising.
Gillette paid the popular dating app to test the (self-serving) theory that unkempt facial hair, from stubble to full beards, wasn’t as desirable on Tinder as a clean-shaven or well-groomed face. The Procter & Gamble razor brand, working with Publicis shop MRY, is now promoting the results on a website at Shavetest.com.
Tinder was compensated for its role, but Gillete doesn’t appear to have purchased traditional ad inventory on the platform. Instead it is pushing the results through a website and YouTube video.
Post a Comment