This Canadian Cat Rescue Association Used Tinder for 'Catfishing'
Laura McQuarrie — March 19, 2015 — Social Media
References: orphankittenrescue & adsoftheworld
When it comes to online dating, being a victim of catfishing is never desirable, unless it's part of this stunt from the Vancouver Orphan Kitten Rescue Association.
Two negatives (catfishing and kittens in need of homes) were turned into a positive with a fun Tinder campaign. While this dating app has been used in the past to help pets find homes, the deceptive part of this campaign is what makes it so brilliant. The campaign specifically chose cats with human names and then had these lovable pets pose with a human for a photo. This way, when people had the chance to swipe right or left for Seth, Phoebe and Zoey, they didn't realize that they were actually going after a pet instead of a person. When a match was made, the brilliance continued with tempting messages sent to Tinder users like "Wanna see some cute pictures of me and my friends?" which included a link back to the rescue association's site.
Two negatives (catfishing and kittens in need of homes) were turned into a positive with a fun Tinder campaign. While this dating app has been used in the past to help pets find homes, the deceptive part of this campaign is what makes it so brilliant. The campaign specifically chose cats with human names and then had these lovable pets pose with a human for a photo. This way, when people had the chance to swipe right or left for Seth, Phoebe and Zoey, they didn't realize that they were actually going after a pet instead of a person. When a match was made, the brilliance continued with tempting messages sent to Tinder users like "Wanna see some cute pictures of me and my friends?" which included a link back to the rescue association's site.
Trend Themes
1. Pet Adoption Campaigns - Opportunity for rescue organizations to use creative tactics, like deceptive campaigns, to increase pet adoptions.
2. Innovative Marketing Strategies - Using popular dating apps like Tinder to promote causes and engage with potential supporters.
3. Humanizing Animals - Tapping into the trend of humanizing animals by giving them human names and showcasing their personalities.
Industry Implications
1. Non-profit Organizations - Non-profit organizations, especially animal rescue associations, can utilize disruptive marketing techniques like catfishing campaigns to raise awareness and boost adoption rates.
2. Digital Marketing - Digital marketing professionals can explore innovative strategies that utilize popular online platforms, such as dating apps, to reach new audiences and create impactful campaigns.
3. Pet Products and Services - Pet product and service providers can leverage the trend of humanizing animals in their marketing efforts, emphasizing the emotional connection between pets and their owners.
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