Kraft Real Mayo held a new social experiment dubbed the Swipe Right for Mayo for National Lover's Day that landed on April 23rd. The company adds mayonnaise to dating profiles and the experiment aims how people reacted. Of the many condiments, mayo brings a lot of discourse and polarizing perspectives.
In this experiment, the brand created identical profiles for the same person on a dating app and features the condiment on one profile but not the other. This launched and the company went through several matches throughout different states including Los Angeles, Miami, and New York. The result was that there was a 74% increase in matches and a 16% elevated chance of getting a message if users announced their admiration of the condiment.
Playful Dating Experiment Campaigns
Kraft's Swipe Right for Mayo Campaign Social Experiment
Trend Themes
1. Condiment Brand Social Experiments - Brands experiment with incorporating their products into online dating profiles and campaigns to see how consumers respond and generate buzz.
2. Polarizing Product Campaigns - Companies leverage polarizing products in marketing campaigns to spark discussion and attract attention from consumers.
3. Data-driven Marketing Strategies - Marketing strategies incorporate data analysis and experimentation to better understand consumer behavior and preferences.
Industry Implications
1. Food and Condiment Industry - Food and condiment companies can leverage digital platforms and social media to experiment with marketing campaigns that spark interest and increase consumer engagement.
2. Online Dating Industry - Online dating platforms can partner with brands to create unique and attention-grabbing campaigns that build brand awareness and attract new users.
3. Marketing and Advertising Industry - Marketing and advertising agencies can offer experimental campaigns that incorporate data analysis and social media to offer unique, data-driven marketing solutions to clients.