Tinder
At Texas State University, I had the opportunity to work on the National Student Advertising Competition (NSAC) 2021 Strategy Team, developing the creative brief for our client, Tinder.
Through qualitative and quantitative research, I began to formulate insights around the culture of dating, perceptions of the app, and its competitive landscape. We learned that Tinder was not only competing with other dating apps, but social apps like TikTok. Through our research we began to discover, Tinder isn’t simply a tool for dating. Tinder is a space for self-discovery, connection, and exploration. Much like our favorite social apps, Tinder provides a landscape that opens the door to different worlds and connection.
TXST’s NSAC Team won Second Place in the District 10 Competition. In addition to Second Place, TXST also received the Judges’ Special Award for Strategic and Creative Thinking.
Creative Brief
The Communication Problem
Young singles have a limited perception of Tinder as a “hookup” app, leading to a lack of love for the brand. We need to reshape consumers’ perceptions of Tinder by showing them that Tinder is about connections, not just hookups.
The Target Market
Gen Z’s (18-19) are curious to meet new people and form new experiences. They’ve been thrown into a diverse world after living in a familiar community with a smaller dating pool. Therefore, they have their own unique and somewhat limited views on what “dating” means. Positive interactions on social media help them to gain confidence. Many are anxious about entering the dating world, especially online, and don’t always know what to expect.
The Truth
Tinder is stigmatized with the perception that it is just used for hooking up, but 18-19-year-olds are most often not looking for that; they’re not really sure what they’re looking for.
The Tension
18-19-year-olds are in the pursuit of finding out who they are, Tinder opens a door in their lives that allows them to explore different connections and uncover what they’re looking for in the dating world and beyond. Tinder is a safe place for them to discover themselves.
The Strategy
FIND THE RIGHT VIBE.
Vibe (noun) a person’s emotional state, or the atmosphere of a place as and communicated to and felt by others.
Reasons to Believe
Users have the freedom to use the platform to shape their experience and find where they fit in. We take the pressure out of dating and encourage a more casual approach.
Tinder allows users to gain confidence, connect, and overcome loneliness.
Tinder has the largest most diverse pool of singles with various sexualities.
The app allows an open field of communication with connections that never expire and allows anyone to start a conversation.