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Monkey Matchmaking Campaigns

The Body Shop is Promoting Its CSR Planting Program Through Tinder

— July 16, 2016 — Tech
The Body Shop is now using Tinder as a tool for promoting its new corporate social responsibility planting program.

The global Bio-Bridges planting program connects deforested rainforests and endangered animals that need to find a mate, creating a chance for both the animals and the ecosystem to thrive.

When swiping through profiles on Tinder, female users between the ages of 18 and 35 in Toronto and Vancouver may encounter the profile of "Reggie," who is a Red Shanked Douc monkey from Central Vietnam. Those who choose to swipe right will match with Reggie and have the chance to learn more about the Bio-Bridges planting program and how they can contribute to it. Female Tinder users will also be given a 50% discount code through the 'Help Reggie Find Love' campaign.
Trend Themes
1. CSR Planting Programs - Disruptive innovation opportunity: Implementing unique and creative ways to promote corporate social responsibility planting programs, such as using popular dating apps like Tinder.
2. Connecting Endangered Species - Disruptive innovation opportunity: Developing initiatives that connect endangered species with potential mates through technology platforms, helping to replenish their populations and protect biodiversity.
3. Marketing Via Dating Apps - Disruptive innovation opportunity: Exploring unconventional advertising channels like dating apps to reach new audiences and raise awareness about social and environmental causes.
Industry Implications
1. Cosmetics - Disruptive innovation opportunity: Creating sustainable and socially responsible product lines to appeal to environmentally-conscious consumers.
2. Conservation - Disruptive innovation opportunity: Leveraging technology and social media to raise awareness and support for conservation efforts, particularly in protecting endangered species.
3. Digital Marketing - Disruptive innovation opportunity: Utilizing unconventional platforms and campaigns, like dating apps, to engage with customers and drive brand loyalty through creative advertising strategies.
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