Tinder
"For the
Love of Fun"
National Scholastic Advertising Competition 2020
Work Areas
Research, Strategy, Creative, Media Planning
Project Ask
Build a multi-touchpoint campaign around increasing brand love for Tinder among 18 and 19 year-olds in the United States
Tinder "For the Love of Fun"
Capstone Project, National Scholastic Advertising Competition 2020
Awarded Best Audience Insight, Best Video Production, 4th in district
Awarded Best Audience Insight, Best Video Production, 4th in district
April 2020
Tinder upended the love economy when it arrived to the world in 2012. Out of it grew a whole new culture, lexicon, and approach to dating, with matching, swiping, fish pics, and cringy bios, replacing the old way of classy dinners and parental approval with a fluid, open world where anyone can find anything they're looking for. Now, a fresh, coming-of-age cohort is just about to enter Tinder's universe.
Tinder asked us to create an advertising campaign that sparks brand love and acquisitions among 18 and 19 year olds in the United States from August to December 2021.
Tinder asked us to create an advertising campaign that sparks brand love and acquisitions among 18 and 19 year olds in the United States from August to December 2021.
Audience Insight:
The Newly Free
Eighteen and 19-year olds are caught in a tension of self-consciousness and self-confidence as they transition to new adulthood. Insecure and anxious, but simultaneously working to be adventurous and outgoing. They like to stand out in the crowd, but worry a lot about themselves. This cohort is drooling to explore their newfound adult freedoms, but are still navigating insecurities in a world where digital identites are constisistenly being examined and online stardom is always possible. This generation is the most diverse yet - finding niche identies and interests tha you might think would set them too far apart to find a common ground. But across VSCO girls, alt skaters, gym bros, cowboys, gamers, and non-binary icons is a shared mindset of exploration and nonchalance. They're not here for the responsibilites, but for the wealth of fresh and exclusive opportunities adulthood unlocks.
We call them the Newly Free.
We call them the Newly Free.
Media Strategy
This campaign's media strategy is targeted for the phone-first, streaming-first, yet out in the world attention diet that the Newly Free live in. A majority of the budget is spent on digital and social touch points, with memorable and unexpected out-of-home meant to bring Tinder into lives in those moments of exploration and enjoyment. Specific partnerships with micro-influencers and organic content on apps like Tiktok, Twitch, and Clubhouse will bring Tinder right to the Newly Free's favorite people to listen to and watch.
