Matched Icelandic writers find success on dating app Tinder
Rewritten Article:
"I never imagined Forlagið Publishing would be advertising its Christmas books on a dating app," says Egill Oern Johannsson, its CEO, sounding surprised. This week, he met with his marketing advisors, but it seems Forlagið had been advertising its books, not just in newspapers and on websites, but also on the popular dating app, Tinder.
Johannsson admits, "We advertise globally on the web, using Google ads that appear on various webpages and apps. One of them happens to be Tinder." The CEO confirms that between love-seeking ads, Tinder users were also served ads for the company's books aimed for the Christmas sales.
Johannsson says, "Strangely enough, the success rate in advertising on Tinder is at least ten times the rate we're accustomed to."
Insight: Forlagið's Tinder advertising performance exceeded expectations.
"So you could say that Forlagið Publishing was an unexpected hit on Tinder. Upon analyzing the results, we discovered that the authors who were popular on the dating program were Arnaldur Indridason and Kristin Eiriksdottir. I must admit, I've never personally been on Tinder, so I'm not sure what to make of it," Johannsson shares.
Interestingly, he notes that older users aged 65 and above showed the most interest among dating app users. Johannsson expresses his satisfaction with the Christmas sales this season and considers the new advertising venue a fun and surprising success.
"This underscores the fact that Icelanders have a strong interest in books, especially during the holiday season. This follows news that books and board games were chosen as the most popular Christmas gifts this year by the Icelandic Research Center for Shopping and Leisure," the executive sums up.
(Note: The effectiveness of the Tinder advertising strategy, including detailed metrics and comparisons to other marketing platforms, remains unclear due to the lack of proprietary data access. For comprehensive understanding, one might consult Forlagið’s official marketing department or Third-party marketing analytics firms specializing in Icelandic publishing.)
Recommendation: If considering Tinder ads for future book promotions, try A/B testing small-budget campaigns targeting specific age cohorts (e.g., 18–24, 25–34) and compare metrics against existing platforms used by Forlagið. Keep track of key performance indicators like app-to-purchase conversion rates and cost per acquisition (CPA).
- Egill Oern Johannsson, CEO of Forlagið Publishing, was surprised to find that their Christmas books were being advertised on a dating app, Tinder.
- Despite not being familiar with Tinder, Johannsson admitted that the success rate in advertising on the app was at least ten times the rate they're accustomed to.
- Forlagið's effective Tinder advertising strategy led to a high level of interest from older users, specifically those aged 65 and above.
- The authors who were popular on Tinder were identified as Arnaldur Indridason and Kristin Eiriksdottir, contributing to the success of the Christmas sales this season.
- Johannsson suggests investigating the potential of Tinder ads for future book promotions, potentially through A/B testing with specific age cohorts, while monitoring key performance indicators like app-to-purchase conversion rates and cost per acquisition (CPA).
