social media marketing
Lumen is really a dating app thatвЂ™s doing some thing ridiculously daring: It is providing to individuals 50 and over. Brands may notice that quantity due to the fact this is the age at which customers that are potential to drop their particular attraction.
In eight months, Lumen has actually garnered one million packages, which leaves it a far 49 million people away from Tinder. But still вЂ” that is a begin.
As of this moment, Lumen features two advertisements to mark its million-download standing.
The 30-second places feature The Silver Classix Crew, a team of 50+ performers from Atlanta which invest almost all of the advertisement gyrating at night, their health showcased by neon-like out lines to their clothes. The lights go on and viewers discover they are all old enough to be your mother, probably near the end. Each of them appear to have at the very least a few extremely wrinkles that are attractive. The location stops with LumenвЂ™s motto, вЂњ50s is only the begin.вЂќ
The spot that is hip-hoppy air internationally, Lumen claims, in worldwide areas as well as the U.S, where it’ll show on electronic and broadcast systems, including Comcast and Hulu.
вЂњI believe the promotion is truly crucial, given that it reveals what these ladies in their particular 50s and 60s are designed for, and also calls into concern personal preconceptions,вЂќ says Charly Lester, the companyвЂ™s CMO and co-founder.
вЂњMost folks viewing the video clip when it comes to very first time believed the performers had been teenagers, perhaps not older females! Personal preconceptions of age aren’t discussed sufficient, and ageism is a type of discrimination which community has to switch its awareness of,вЂќ she stated in a declaration.
Lester is one thing of the dating specialist, especially offshore. She was previously the relationship editor during the Guardian paper and in addition ended up being the international mind of online dating at news organization break. This woman is the creator regarding the Dating Awards, which salutes frontrunners into the internet dating company.
Lester is вЂњcurrentlyвЂќ solitary and just 35 years of age, a spokesman claims.
In reality she and her company partner, Antoine Argouges, will be the just staff members under 50 in the business, which will be situated in the uk. It started U.S. businesses merely a months that are few.
One other significant Lumen figure is Russian buyer Andrey Andreev, who’s an trader various other personal applications, including Badoo, a Cyprus-based but globally understood dating website; Bumble, a location-based how does latinamericancupid work relationship software, and Chappy, a gay dating website. HeвЂ™s poured $4.5 million into Lumen.
The organization is not laden with data however about online internet online dating patterns it is seen, however it has many. Its earliest individual is 97. Nevertheless the Lumen that is average user 56, therefore the proportion of men to ladies is simply about uniformly split.
Deviousness is frustrated.
That you are a spring chicken,вЂќ a spokesman disclosesвЂњIf you are under 50, the app automatically blocks your entry and sends you a polite message telling you.
вЂњThis is validated through AI, and if some one is flagged, then the personal reviews the profile.вЂќ
People also need to supply at the very least three photos, plus an instantaneous selfie. If all of the photographs match (individuals take a look out), candidates tend to be welcomed as members.
There clearly was another good Lumen touch: It does not enable the вЂњshotgunвЂќ way of reaching out for a date that is potential. You canвЂ™t just deliver the message that is same and over. At Lumen, you simply get six brand-new possibilities on a daily basis, and a person has got to communicate with at the least 50 figures. ThatвЂ™s quite old-school, huh?