My Role:
Art Director, Designer
NSAC2021
Tinder
Embrace What Could Be
Jumping into the dating pool is intimidating, some peopler worried that apps like Tinder will not lead them to what they are looking for. Tinder asked for a multi-touchpoint campaign around increasing brand love for Tinder among 18 and 19 year-olds in the United States.
The goal of the campaign is to empower the young audiences to make connections by recognizing the intimidating aspects of adulthood. Tinder can urge this demographic of new users to take advantage of their newfound freedom and embrace what could be.
Digital
Instagram is ingrained into our audience's digital experience:75% of people aged 14 to 24 use it, with 35% of Gen Z naming it as their favorite social media platform. Both paid and organic Instagram-focused executions will increase Tinder's visibility and inspire new registrations.
The combination of illustrations and stock photos adds a playful tone to the visuals while still centering the experiences and fostering emotional connections.
TikTok & Snapchat
TikTok is increasingly gaining traction in the lives of the audience. Organic media content posted on Tinder's TikTok account will follow trends that catch our audience's interests while aligning with the app's easily consumable content nature.
Paid Ads on this platform will simultaneously hit KPIs by giving Tinder a boost in brand love from the creative, humorous and knowledgeable audience on the app.
Snapchat is a crucial part of our digital placements because it targets 18 and 19-year-olds on one of their favorite apps. Our Snapchat placements will include both ads placed on the Discover page and Tinder-themed lenses, as 76% of Snapchat users use augmented reality within the app every day. These placements will bring awareness and encourage people to download the app, becoming a part of the endless dating world Tinder offers.
Manifesto
Youtube Pre-roll
The Experiential
Date Kit
Date Kits will create a personal interaction with the brand by supplying Tinder-related items (disposable camera, a card game and a tote bag) to users. These kits will be sent to Micro-influencers and included in other executions.
Studies show that companies using promotional products as their primary marketing experience has an 85% increase in positive brand image by consumers.
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Immersive Exhibition
The Tinder Immersive Exhibition displays our strategy in a physical way. This multi-themed experience will engage our audience and hit KPIs. Those attending will have their senses stimulated while exploring rooms showcasing various types of love. This will result in earned media because of the influence our target audience has on social platforms. The rooms provide the perfect setting to snap photos, create content and share the Tinder Immersive Exhibition.
This execution allows Tinder to advertise through a different type of visual and experiential medium. By presenting the many ways that love can exist in relationships. Tinder expands itself beyond the dating realm.
Vending Machines
The notion of common vending machines carrying Tinder-related items will catch the audience's attention and help create brand recognition with a single glance.