TINDER

CREATIVE DIRECTOR

As Tinder’s Global Media AOR, we were tasked with increasing the number of app downloads,

registrations and reactivations of Tinder’s core target—GenZ females. Historically, this target

had been a challenge for Tinder, so while increasing the usage of the app amongst this

demographic was the key goal, we wanted to learn about the best way to engage with this

unique group to inform future campaigns.

While VaynerMedia’s partnership with Tinder had been media only, in order to truly move the

needle we needed an audience-first, integrated approach and therefore brought our media,

strategy and creative teams together. After understanding that female GenZers attention was

on social media and specifically TikTok, we developed four categories (Swiping for Fun, Swiping

for Sex, Swiping for Love, and Swiping for Connection), which were used to discover 30 unique

audience cohorts. These cohorts included communities like The Astrology Girlfriend, Bi & Curious

Explorers, Freshman Swipers, and Delete/Download/Repeat and were used to ideate custom

creative to drive app download in the broader Female 18-24 demographic.

In three phases, we deployed suites of cohort-specific, platform-native content across TikTok,

Snapchat and Twitter. In each phase, we developed unique assets, using media learnings from

the previous phases. In the third phase, we honed our cohorts and focused our spend,

deploying a highly produced suite of four animated TikToks and three animated Snapchat

stories. These assets were further customized with audience insights for iOS and Android

specific users. Finally, this work was followed by the casting of five real female 20-something

TikTokers (not actresses or influencers) to self-produce content based on insights from all

previous batches.

By creating an integrated, audience-first approach, our campaign exceeded all goals. We

decreased overall cost per install by 67% and cost per registration and reactivation by 54%.

In addition to advanced cohort and creative testing, a key driver to the success was taking a

unique and native approach for each channel based on how consumers engage with them.

Leaning into this resulted in a 40-80% decrease in cost per install within each channel over the

course of the campaign.