Matches on Tinder flourishing for Icelandic writers
Phoning it in on Tinder: Forlagið's Unconventional Advertising Strategy
"Who'd a thunk Forlagið Publishing would be peddling their Christmas books on a dating app? I swear, I about fell off my chair when I learned that," chuckles Egill Oern Johannsson, the CEO at the helm.
Meeting with his close-knit circle of marketing advisors this week, Johannsson reveals that Forlagið's expansive book advertising isn't just reserved for newspapers, websites, and the usual Christmas sale suspects. Nope, it turns out the popular dating app, Tinder, joined the fray too.
"We advertise our wares all over the world, cyber space and beyond, using platforms like Google Ads," Johansson explains, "And one such lucky platform is Tinder."
Grimacing, he adds, "I guess love-seeking individuals can now curate their bedtime reading just as easily as their dating prospects."
Johannsson shares that the reaction to their Tinder ads has surpassed expectations, with user engagement rates being at least ten times higher than the industry standard. Oddly enough, the strategy seems to be particularly successful among the more, ahem, mature users – those aged 65 and over.
"You could say our books were basically catnip to the Tinder crowd. After running some numbers, we found that authors Arnaldur Indridason and Kristin Eiriksdottir were the most sought-after literary talents on the app," Johansson muses, his expression a mix of amusement and disbelief.
Despite never hopping on the Tinder train himself, Johannsson can't help but express his satisfaction with the sales throughout the holiday season. "I reckon this triumphant turn of events underscores just how much Icelanders cherish their literature, and especially during this yuletide season. It aligns perfectly with the recent 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."
As for the future of Forlagið's unconventional advertising approach, only time will tell. But one thing's for sure – romance and literary exploits will never be the same on Tinder again.
- The CEO of Forlagið Publishing, Egill Oern Johannsson, was surprised to find that their Christmas books were being advertised on Tinder, a dating app.
- Forlagið's advertising strategy extends beyond newspapers, websites, and traditional Christmas sale platforms, now including Tinder.
- User engagement rates with Forlagid's Tinder ads have been ten times higher than the industry standard, particularly among the older demographic.
- Authors Arnaldur Indridason and Kristin Eiriksdottir have been the most sought-after literary talents on Tinder, according to Forlagið's data.
- The success of Forlagið's unconventional advertising strategy on Tinder aligns with recent news that books and board games were the most popular Christmas gifts this year, as reported by the Icelandic Research Center for Shopping and Leisure.
