New Tinder Global Ad Campaign Highlights Gen Z Dating
Contributed by: kellyseal on Friday, March 10 2023 @ 03:24 pm
Last modified on Friday, March 10 2023 @ 03:49 pm
Tinder has unveiled its first global ad campaign called “It Starts with a Swipe,” featuring vibrant and colorful artwork with an 80s pop aesthetic. The campaign celebrates different types of relationships, a pivot away from its “hook up” reputation to show a wider range of possibilities for singles.
According to Tinder’s blog post[*1] , the campaign was photographed by French photo-digital artist Pol Kurucz, and is “evocative of modern day fairy tales, featuring different possibilities, in a vibrant, electrified dating journey.”
The campaign was created in partnership with ad agency Mischief, and is directly targeted to younger Gen Z daters, who are looking for a range of relationship possibilities. The company recently surveyed singles on the app and found that globally, 40 percent of Gen Z members are looking for a long-term relationship, and only 14% are looking for a short-term connection.
Each visual represents a different type of relationship – from meeting a new friend to leaving a toothbrush at your partner’s place, or shopping for furniture together - celebrating relationship milestones, according to Ad Age. The headline above all of them is “It starts with a swipe” indicating the origin of so many types of relationship options.
The campaign was crafted to show Tinder highlighting the changing attitudes towards dating, especially among singles under thirty. To emphasize more diversity in dating, most of the people portrayed in the artwork are non-white and nearly half are LGBTQ+.
There are also nods to astrology and climate change issues, two very important topics for Gen Z daters.
“Tinder daters have changed the state-of-the-date by tossing out traditional views and are embracing unconventional experiences and a whole new vocabulary and we are excited to be able to reflect their reality through a vibrant and lush imagery in our campaign. We were inspired by this new generation and how uniquely they look at themselves and their dating lives.” said Melissa Hobley, Tinder Global Chief Marketing Officer, who was recently named to the position and is focusing her efforts on rebranding Match Group’s star app.
Bianca Guimaraes, ECD and Partner at Mischief said in Tinder’s blog post that the “challenge to us was bigger than a change of brand perception—it was a change of dating perception.” She went on to say: “For more than ten years Tinder has made it easy and fun for members to meet up, yet along the way, some people have grown cynical about online dating. Today, there’s a new generation of people who aren’t jaded by dating, nor do they define dating the same way."
Tinder also noted in its post that the app is the number one most downloaded dating app among 18 year-olds, and that the term “hook up” is outdated to them. The company also noted that LGBTQIA+ members are now the fastest growing group on Tinder, and members aged 18-25 that identify as LGBTQIA+ on Tinder have more than doubled in the last 2 years.
For more on this dating app, please check out our Tinder review.