START THE YEAR RIGHT
Client: Tinder
Background
Coming off the back of COVID lockdown with sentiment around dating at an all time low, we needed to increase usage of Tinder by inspiring daters to find new opportunities in 2021.
Common ground
Audience research revealed that the Tinder experience is a collaborative one - ultimately people like swiping with their friends. Let's be honest, friends always think they know better about what kind of dates their mates should go on or want to go on.
playGround
We paired unlucky in love ex-Bachelor star Abbie Chatfield with her best friend, LGBTQIA+ advocate and podcast/radio presenter Mitchell Coombs, to step out of their comfort zones, learn more about themselves, and bring the collaborative experience of Tinder dating to life.
For starters, we got Abbie & Mitch to swap phones and recruit their audience to help them select the perfect match for each other on Tinder. From swiping to vetting Tinder bios, chatting to matches and arranging the dates, Mitch & Abbie brought their audience along throughout their Tinder dating journeys. Culminating with the pair reuniting on their own podcast shows to reflect and have an open and honest conversation about what they had discovered.
Ground breaking
Winner of Best Influencer Strategy Award at Mumbrella CommsCon 2021
12+ million views,
250,000 engagements
$0.005 cost per view.
More importantly, we wanted to increase the intent to use Tinder. A Kantar brand lift study revealed that this, our only campaign in the market at the time, increased intent to use Tinder by four times the industry benchmark among our core audience.
