Love Stories on Tinder Ignite Excitement Amongst Icelandic Writers
**"Whoa, I never thought Forlagið Publishing would be promoting their Christmas books on a dating app! But here we are," laughs Egill Oern Johannsson, CEO of Forlagið, in sheer disbelief.
This week, he had a meeting with his marketing advisor, and it turns out Forlagið isn't just famous for advertising their books in newspapers, websites, and other traditional platforms. Yup, you've guessed it — Tinder, too!
When asked about the new advertising strategy, CEO Johannsson shared, "We've been advertising globally on the web, trying various platforms like Google ads that pop up on multiple webpages and apps. Guess the Tinder app was one of them."
Apparently, the success on Tinder was more than they anticipated. "Our success rate on Tinder is at least ten times the industry average," says Johannsson, surprising even the advisory board.
An Unexpected Audience
"It's safe to say that Forlagið Publishing became an unexpected sensation on Tinder. Upon analyzing the results, we found out that authors Arnaldur Indridason and Kristin Eiriksdottir were the most popular among Tinder users," shares Johannsson, adding that he can't help but wonder if there's a connection between their popularity and the dating app.
Interestingly, the highest interest in the Forlagið books came from users aged 65 and over. "It's fascinating! I must admit I've never ventured into the world of online dating, but apparently, our books appealed to a more mature audience," Johannsson explains.
He's thrilled with the Christmas sales this season and is excited about this unconventional marketing approach. "I guess this just goes to show that Icelanders are bookworms at heart, especially during the holiday season. This finding aligns with the report by Icelandic Research Center for Shopping and Leisure that books and board games were the top Christmas gifts this year."
- Forlagið's Christmas books, usually promoted in newspapers and websites, have unexpectedly found an audience on a dating app, Tinder.
- The success rate on Tinder for Forlagið's advertising is at least ten times the industry average, surprising even the advisory board.
- Authors Arnaldur Indridason and Kristin Eiriksdottir are the most popular among Tinder users, causing CEO Johannsson to ponder a potential connection between the dating app and their popularity.
- The highest interest in Forlagið's books on Tinder comes from users aged 65 and over, a demographic that CEO Johannsson admits he hadn't considered for online dating.
- Despite having never ventured into the world of online dating, Johannsson is thrilled with the Christmas sales this season and finds the unconventional marketing approach intriguing, as it aligns with the Icelandic Research Center for Shopping and Leisure's report, showing books and board games were the top Christmas gifts this year.
