Tinder Debuts Global Ad Campaign Aimed at Dating App Sunday
Contributed by: kellyseal on Friday, January 12 2024 @ 03:24 pm
Last modified on Friday, January 12 2024 @ 03:51 pm
Tinder has debuted several new graphics and video spots to appeal to Gen Z daters in a new global ad campaign launched this week.
The campaign rolled out in time for “Dating Sunday,” or as some call it, the Superbowl of the dating app industry. The first Sunday of January is the busiest day for dating app traffic and companies like Tinder expect this year to be no different.
According to AdWeek[*1] , Tinder has reported the number of messages sent across the app surges by 22 percent on Dating Sunday, and likes increase by 18 percent. Dating app’s busiest season extends from Dating Sunday through Valentine’s Day, when people are making New Year’s resolutions to find love.
Dating Sunday is also a big time for marketing to singles, and for the first time in the U.S., Tinder is launching a new installment of its global campaign “It Starts with a Swipe.”
The new ad campaign features a series of young daters exploring different relationships and introduces more fluidity to the process of dating, which appeals to Gen Z daters. It was created by ad agency Mischief, and will roll out in the U.S., Mexico, Germany, Brazil and Thailand so far.
“Gen Z has been increasingly fluid in their approach to relationships, [a trend] that has accelerated especially in the past year. This generation doesn’t necessarily believe in marriage, but they’re open to the journey and whoever they might meet,” Stephanie Danzi, Tinder’s svp of global marketing, told AdWeek.
The videos are fifteen seconds in length and show little slices of dating life, from a woman making references to a hookup as she eats dinner in “All the Right Spots,” to a gay couple finding intimacy amid a mountain of clothing entitled “A Second Wardrobe.” One of the billboards the company created features a brightly colored scene where two daters are sitting side by side on a skate ramp, with the words “that warm fuzzy feeling” emblazoned across the top, indicating that relationships of many kinds can provide happiness.
“The scenarios [in the ads] are around feelings and emotional states, rather than relationship outcomes,” Danzi told AdWeek.
For Tinder, the campaign is a chance to recapture its image and rebrand its reputation as a hookup app, noting that young daters experience a wide variety of relationships and aren’t necessarily looking for a straightforward path to marriage.
“Instead of trying to change misperceptions of what Tinder is, [the campaign] is redefining what people say a hookup is,” said Bianca Guimaraes, executive creative director at Mischief. “It fights misperceptions in a lighthearted, not judgmental way. You can watch the ads and say, ‘Ha, I’ve been there.’”
For more on this dating service, you can check out our Tinder app review.