Tinder's 'It Starts with a Swipe' Shows Celebrates How Gen Z Connects
Laura McQuarrie — March 1, 2023 — Marketing
References: adweek
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.
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.
Trend Themes
1. Authenticity in Dating Apps - Design campaigns that celebrate genuine connections and long-term relationships, rather than just facilitating hookups, to attract Gen Z users.
2. Inclusive Dating Apps - Develop dating apps that prioritize inclusivity, diversity, and equality to appeal to younger generations who value social justice and progressive values.
3. Narrative-driven Branding Campaigns - Create branding campaigns that tell stories and resonate with younger audiences who value storytelling, fairytale themes, and visual artistry.
Industry Implications
1. Online Dating - Innovate in the online dating industry by developing apps that prioritize authenticity, inclusivity, and storytelling to appeal to younger generations.
2. Marketing - Explore narrative-driven storytelling in marketing campaigns to appeal to younger audiences who value artistry, creativity, and brand values.
3. 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.
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