From now on, I’ll be highlighting great marketing campaigns every once in a while.
It’s a great way to get inspired, learn from the best, and see what we can apply to our strategies. Today, I’m starting with Tinder’s “It Starts with a Swipe” campaign – a perfect example of marketing that works, especially when it comes to connecting with a shifting audience.
WHAT WAS TINDER AIMING TO ACHIEVE?
Tinder set out to change its image from being all about casual flings to a platform for meaningful, long-term relationships. They’re tapping into what Gen Z really wants – authentic connections and deeper relationships.
WHAT IS THE CAMPAIGN ABOUT?
This campaign, which kicked off in 2023, focuses on real stories that began with just a swipe. It highlights how Tinder isn’t just for quick connections, but for creating lasting relationships. Recently, in July 2024, Tinder released additional video spots featuring real couples and their first messages exchanged on the app. It’s another powerful way to show the shift toward meaningful connections, moving far beyond its old hook-up reputation.
WHAT'S THE STRATEGY BEHIND IT?
Tinder leaned into data showing that 31% of Gen Z users are looking for long-term relationships. Smart, right? They used relatable storytelling and authentic experiences to connect with this audience, making the app feel more like a place for deeper connections.
WHY DO I THINK IT'S SUCCESSFUL?
Tinder’s success lies in their ability to reposition the brand in a way that feels authentic and genuine to their audience. They’ve tapped into a deeper understanding of what their users really want – meaningful connections – and used storytelling to create an emotional bond. And when people feel connected, a campaign works.
KEY TAKEAWAYS
- Use data and audience insights to inform and guide your rebranding strategy.
- Focus on authenticity and emotional engagement to build deep, meaningful connections with your audience.
- Continuously adapt your brand to align with your customers’ evolving values and needs.