Rover Rewards Dating App Users Who Replace Fish Pics with Pups
Grace Mahas — January 25, 2024 — Marketing
References: rover
Rover, the pet-centric company, is launching an innovative campaign this Valentine's season, encouraging people to swap their fish photos on dating apps with pictures of dogs. The initiative is based on a survey indicating that 60% of dating app users are more likely to swipe right on profiles featuring a dog. To participate, hopeful daters need to update their profiles with a dog photo, take a before-and-after screenshot of the change, and email it to nomorefishpics@rover.com. In return, they'll receive a voucher for a free dog walk worth $25 to use on Rover, perfect for a date night.
This campaign aligns with the findings that most online daters prefer to see dog pictures on profiles, and the presence of a dog can positively influence the number of matches. Golden Retrievers, in particular, are the most favored breed, with many seeking a "golden retriever boyfriend," a term popularized by Taylor Swift. Moreover, 69% of those with fish photos on their profiles stated they would consider replacing them with dog photos. Rover's campaign taps into this sentiment, encouraging a switch to dog photos for a better chance at making meaningful connections.
Image Credit: Shutterstock
This campaign aligns with the findings that most online daters prefer to see dog pictures on profiles, and the presence of a dog can positively influence the number of matches. Golden Retrievers, in particular, are the most favored breed, with many seeking a "golden retriever boyfriend," a term popularized by Taylor Swift. Moreover, 69% of those with fish photos on their profiles stated they would consider replacing them with dog photos. Rover's campaign taps into this sentiment, encouraging a switch to dog photos for a better chance at making meaningful connections.
Image Credit: Shutterstock
Trend Themes
1. Dating Profile Dog Pictures - More online daters are now preferring profiles with dog pictures, especially golden retrievers, increasing the opportunity for dating apps to integrate dog-centric features.
2. Influencer Power of Pet Photos - The presence of a pet in dating app profiles is positively influencing the number of matches, presenting opportunities for brands to collaborate with pet influencers for promotional campaigns.
3. Campaigns Promoting Connection - Rover's initiative to encourage users to replace fish photos with dog photos on dating apps taps into the desire for authentic connections, offering an opportunity for brands to leverage similar campaigns.
Industry Implications
1. Dating Apps - Dating app developers can explore integrating dog-centric features to cater to the increasing preference for profiles with dog pictures, providing users with more engaging and relatable experiences.
2. Influencer Marketing - Brands in various industries, especially those targeting dating app users, can collaborate with pet influencers to leverage the influence of pet photos in promoting their products or services.
3. Marketing and Advertising - Marketers and advertisers can learn from Rover's campaign and create initiatives that prioritize authentic connections and encourage users to make changes for enhanced experiences and better engagement.
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