Tinder
Tinder’s colorful, imaginative “It Starts with a Swipe” bus media campaign caught the attention of Angelenos. But did it drive app downloads? To understand how the campaign impacted this essential KPI, OUTFRONT worked with StreetMetrics, an independent third-party measurement and attribution provider.
79%
More Likely to Download Tinder App After OOH Exposure
Source
STREETMETRICS, 2023
STREETMETRICS, 2023
- Market: Los Angeles (San Fernando Valley & Westside)
- Ad Formats: 5 Full Wraps, 110 Kings, 637 Tails
- Campaign Duration: Six weeks (March 13-April 23, 2023)
- Methodology: Control vs. Exposed
- Ad Formats: 5 Full Wraps, 110 Kings, 637 Tails
- Campaign Duration: Six weeks (March 13-April 23, 2023)
- Methodology: Control vs. Exposed
- Those exposed to the bus ads were 79% more likely to download the Tinder app than those who were not.
- The campaign drove 1,045 app downloads among the exposed group.
- Tails comprised 85% of the buses and kings represented 15%. Their download rates were nearly identical (.8% for Tails, .7% for Kings).
- While the 5 full wraps represented just .7% of the media plan, they drove 10.4 downloads per bus – twice the rate of Kings and 8x the rate of Tails.
- The exposed group downloaded continuously throughout the campaign; by its end they had 3x more app downloads than the control group.
DISCLAIMER: OF COURSE, THE RESULT OF ANY CASE STUDY ARE SPECIFIC TO ITS FACTS. WE CAN’T GUARANTEE THAT ANY OTHER CAMPAIGN WILL DRIVE SIMILAR RESULTS, INCLUDING INCREASED TRAFFIC, END-USER ACTIVITY (CLICK-THROUGH OR SECONDARY-ACTION RATES), OR REVENUE.
- The campaign drove 1,045 app downloads among the exposed group.
- Tails comprised 85% of the buses and kings represented 15%. Their download rates were nearly identical (.8% for Tails, .7% for Kings).
- While the 5 full wraps represented just .7% of the media plan, they drove 10.4 downloads per bus – twice the rate of Kings and 8x the rate of Tails.
- The exposed group downloaded continuously throughout the campaign; by its end they had 3x more app downloads than the control group.
DISCLAIMER: OF COURSE, THE RESULT OF ANY CASE STUDY ARE SPECIFIC TO ITS FACTS. WE CAN’T GUARANTEE THAT ANY OTHER CAMPAIGN WILL DRIVE SIMILAR RESULTS, INCLUDING INCREASED TRAFFIC, END-USER ACTIVITY (CLICK-THROUGH OR SECONDARY-ACTION RATES), OR REVENUE.