Tinder Broadens Worldwide Brand Presence in Anticipation of Dating Sunday

Article Brief: 

The popular dating app Tinder is set to launch its enhanced global brand platform, “It Starts With A Swipe,” in anticipation of Dating Sunday on Jan. 7, as revealed in information provided to Our Website. Dating Sunday is widely recognized as the most active day of the year for online dating.

The latest campaign's hero ads showcase Tinder's capacity to facilitate long-term relationships using vibrant and flirty scenarios. The effort, featuring four new spots, focuses on fluidity and diversity to appeal to Gen Z. Developed in partnership with creative agency Mischief @ No Fixed Address, the marketing push will be seen on connected TV and out-of-home placements. The initial rollout includes the U.S., Mexico, Germany, Brazil and Thailand.

Article Insight: 

There's something about the new year that brings a sense of renewal - whether it's the promise of a fresh start, the upcoming Valentine's Day, or the relief from the holiday season. It seems that with the new year also comes a newfound hope for discovering love.

Tinder has reported that activity on its app significantly increases on the first Sunday after the new year, also known as Dating Sunday. Likes sent surge by 18% and the number of messages sent goes up by 22%. More than 2,263 photos are added to Tinder profiles every minute in the six weeks leading up to Valentine's Day, along with over 500 bio edits per minute.

In response to this increased engagement, Tinder is launching a new wave of creative for its "It Starts With A Swipe" campaign. The brand's platform, first introduced last year, aims to inspire hope in users that they may find the connection they've been seeking. The ads, featuring vibrant visuals, playfully challenge Tinder's reputation as a hookup app by turning preconceptions around through storytelling. For example, one ad starts with a hallway full of discarded clothes and suggestive music.

"One thing led to another on Tinder," a voiceover narrates as the camera captures a couple trying on clothes in front of a mirror in an apartment. The next line heard is, "Now you have a boyfriend and a second wardrobe."

In another commercial, a person is shown experiencing ecstasy after "meeting an Italian guy on Tinder," only to later reveal that the pleasure comes from the man's knowledge of the best restaurants in the area.

The ad "A Goodnight Kiss" depicts a date that extends until sunrise, while the ad "New Last Name" narrates a successful Tinder date leading to the removal of "Tinder" from the contact's name. These ads portraying diversity can aid the Match Group-owned platform in establishing a deeper bond with the younger demographic.

Stephanie Danzi, Tinder's senior vice president of global marketing, expressed that the work mirrors the ever-changing and diverse nature of Gen Z relationships, a reflection of what Tinder strives to offer: meaningful connections for everyone. This recent venture by Tinder builds on previous creative initiatives, such as collaborating with "Mean Girls" actor Jonathan Bennett to increase awareness about toxic behavior and online financial scams. This partnership coincided with World Romance Scam Prevention Day on October 3, a date that is also popularly linked to the iconic line from the "Mean Girls" film, "What day is it?"