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Tinder Campaign

PROJECT

Tinder House

THE BRIEF

To educate students on the diversity of experiences that students can have on Tinder, removing the ‘hook-up’ stigma and celebrating the chaos of dating at University.

OUR RESPONSE

We conducted an in-depth research study to understand students' negative perceptions of Tinder and to devise a strategy that would allow us to remove their pain points towards dating app usage. Our findings found that University is a core moment for Gen Z in which their identities are formed - they face big questions surrounding sexuality, preferences and interests, and currently feel a lack of support in guiding them through this chaotic and turbulent time. The solution we identified was to establish Tinder as the companion to Gen Z’s journey of self-discovery at University.

Introducing ‘Embrace Every New Experience’, a campaign which aimed to establish authentic connections to the Gen Z audience through leveraging micro-influencers across multiple channels to show how Tinder understands what students are going through. The campaign aimed to bring to life the core values of adventure, connection, empowerment, diversity and spontaneity - particularly focusing on allowing Gen Z to explore their dating preferences and embrace the chaos that comes with dating at this age. The campaign was live across four key channels, all harnessing the power of real students to showcase Tinder as an app for ‘people like them’. We activated across three of the largest student cities in the UK: Manchester, Leeds and Nottingham.

RESULTS

The Tinder House series received a hugely positive reaction with students and blew up organically in the student community. It was culturally relevant and filled a gap for long form student dating content, as no other reality dating show features Uni students. We promoted the series through a team of micro-influencers, OOH including real students and a live event in the heart of University life.

For the brand, the series was a huge success based off the engagement it received. Series 2 will be in partnership with Channel 4 to introduce the concept on a mainstream media platform.

28m

reach

28%

of students perception of Tinder changed post-campaign

80%

students had seen a Tinder advertisement in the campaign period

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hello@raptor-london.co.uk

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London EC2A 4HJ