It Starts with a Swipe is the newest brand campaign from Tinder, as well as the dating app's first-ever global brand campaign, and it celebrates the way Gen Z makes authentic connections. The campaign shot by French hybrid photo-digital artist Pol Kurucz helps to reposition Tinder as more than a hookup app and its format reminds of modern-day fairy tales. In fact, Tinder reports that "Recent data shows that long term relationships are Tinder members number 1 Relationship Goal, with 31% of Gen Z members looking for a long term relationship (going up to 40% with all members globally) and only 14% looking for a short-term connection."
This new global campaign celebrates the many possibilities that are open to dating app users and it features a diverse cast and inclusivity as its heart.
What Makes This Trend Stand Out
- Authenticity in Dating Apps
- Design campaigns that celebrate genuine connections and long-term relationships, rather than just facilitating hookups, to attract Gen Z users.
- Inclusive Dating Apps
- Develop dating apps that prioritize inclusivity, diversity, and equality to appeal to younger generations who value social justice and progressive values.
- Narrative-driven Branding Campaigns
- Create branding campaigns that tell stories and resonate with younger audiences who value storytelling, fairytale themes, and visual artistry.
Sectors Adopting This
- Online Dating
- Innovate in the online dating industry by developing apps that prioritize authenticity, inclusivity, and storytelling to appeal to younger generations.
- Marketing
- Explore narrative-driven storytelling in marketing campaigns to appeal to younger audiences who value artistry, creativity, and brand values.
- Social Media
- Leverage the power of social media to promote inclusive and authentic dating apps, using user-generated content and influencer marketing to build buzz and attract Gen Z users.
