Teva has partnered with SAN marketing agency to launch a Tinder campaign. Creators utilized fun animal characters to educate Tinder users about neurotic conditions and ways of dealing with them.
Novo-Passit®:
End your toxic relationship with stress
End your toxic relationship with stress
Promotion channels
Promo campaign Tinder
Design
Novo-Passit® brand prioritized two goals for the campaign: reaching a young audience (18-25 of any gender), and educating them about the ease of use of Novo-Passit products (can be purchased over-the-counter, doesn’t have to be taken on schedule). The age bracket for the target audience was chosen because at this age people often encounter various neurotic reactions while studying, working, or developing personal relationships.
SAN worked with Teva's Novo-Passit® team to develop an idea that was channeled through Tinder. 5 characters were developed for the campaign: the charming chihuahua Anxious Max, the lioness Tired Alice, the leopard Irritable Kira, the owl Sleepless Vlad, and the panda Absent-minded Vitalik. The team created Tinder profiles for the characters: each received a unique trait with which they attracted new friends. For example, the owl Sleepless Vlad offered to fight insomnia together. And Chihuahua Anxious Max was looking for a girlfriend who was as anxious as he. If the user was hooked by the character, they swiped right, and received a ‘match’. In this case the match was a branded offering with an uplifting message about breaking up the toxic relationship with neurotic conditions. The user also received a direct message with a promo code for Novo-Passit products and a link to a nearby partner pharmacy.
The campaign started on September 1 and ended on October 31, 2021, reaching 1,106,032 users.
SAN worked with Teva's Novo-Passit® team to develop an idea that was channeled through Tinder. 5 characters were developed for the campaign: the charming chihuahua Anxious Max, the lioness Tired Alice, the leopard Irritable Kira, the owl Sleepless Vlad, and the panda Absent-minded Vitalik. The team created Tinder profiles for the characters: each received a unique trait with which they attracted new friends. For example, the owl Sleepless Vlad offered to fight insomnia together. And Chihuahua Anxious Max was looking for a girlfriend who was as anxious as he. If the user was hooked by the character, they swiped right, and received a ‘match’. In this case the match was a branded offering with an uplifting message about breaking up the toxic relationship with neurotic conditions. The user also received a direct message with a promo code for Novo-Passit products and a link to a nearby partner pharmacy.
The campaign started on September 1 and ended on October 31, 2021, reaching 1,106,032 users.
- Campaign reached ER of 4,64% (Tinder benchmark is 4−6%).
- On average 89% of users read the messages (Tinder benchmark is 80−90%).
- The male audience was more engaged in the creative side of the project, but less interested in the product. The women were harder to engage, but they followed the links in the brand offerings more often.
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