Tinder Uni
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Feature Launch
We exploded Tinder into 2022; creating a new and modern AD for the UK launch campaign. We used their iconography to push brand recognition and copy that was both super smart… as well as hyper localised too; so they knew we were talking directly to them.
We even put it in places that they couldn’t miss, like literally inside their student halls. Plus a full city takeover, social and in-app for good measure.
Like this, on SU billboards, prompting people to swipe while waiting…
In 2022, a record number of students were heading to new cities. So Tinder made a feature to help them safely date in their new homes, letting them skip the locals and exclusively swipe on fellow students.
But the thing is, no one knew about it - and Tinder had a perception problem. Seen as ‘only a hookup’ app for boomers, students felt it was outdated, uncool and were unaware of its useful features.
Tinder Uni
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Tinder Uni 🔥
Our audience *super-liked it*. A huge 36,000 students signed up to Tinder Uni after our campaign - 30% more than the US launch equivalent. We saw unprecedented sign ups from Manchester, where we localised our OOH comms. And in-app activity drove an enormous 28.3% engagement, compared to a benchmark of 5-6%.
UK
Social Campaign
