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| Source: TheAtlantic |
Tinder, along with other popular apps offering similar services, has earned the reputation as a "hook-up app," and besides Tinder, there are a plethora of apps to choose from! Bumble, Happn, Feeld, Grindr and others, all offer unique ways of connecting and branching out socially, romantically or sexually. In order to capture the attention of targeted demographics, these apps have had to brand themselves to not only appeal to the groundswell, but also to stand out from their competitors as well. A year ago in October 2018, Tinder launched its first-ever brand campaign "Single Not Sorry," Tinder has embraced their image as a "hook-up app" and honed in on one demographic in particular: single, empowered, young people. Here is one of their video ads for the campaign.
In addition to releasing this video for Tinder France, Tinder rolled out several more similar ads for other countries like Germany, Japan, Sweden, Korea and the UK. With spirited and liberated twenty-something-year-olds in their video ads and a bold tag-line to back them up, this campaign is hard not to notice and was ultimately a smart move for the company. But the hook-up app didn't stop there. As part of their "Single Not Sorry Campaign" Tinder teamed up with London based activist and artist Florence Given.
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| Florence's Instagram, she poses in-front of a billboard Tinder Ad featuring herself |
Florence Given, or Floss as her 263k Instagram followers know her better by, is what some might call an "influencer." Not only did Tinder UK use Florence as one of their happy, free twenty-something-year-olds dancing around in the video ad, but they also used Florence's influencer status and platform to help share and expand the campaign. A lot of Florence's art that her followers love her for already centers around being a young woman or being single and not letting your relationships limit you. So she was a perfect match for Tinder's "Single Not Sorry" campaign.
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| Florence's Art from Instagram |
Do you think when the "Single Not Sorry" campaign was pitched to higher up Tinder executives, they were hesitant? Do you think partnering with an outspoken and unapologetic influencer was at all a risk for the company? Any thoughts you'd like to share on influencers and this type of marketing?
It seems to me that Tinder figured out what those in the groundswell were saying about their brand and embraced it. Why try to be the place to find true love when everyone is calling you a hook-up app (and using your app that way)? It makes a lot more sense to embrace the label you've been given in the groundswell and adjust your marketing to match. I certainly think it's a risk because you're changing your business model a bit, but it could have a high reward if the message resonates within the groundswell.
ReplyDeleteMost dating apps have been categorized as hook up apps so why not embrace it. If you find love you are lucky, if you get a hook up partner then you are also lucky. Being single is not the end of the world and Tinder embraced it. Embrace what the groundswell gives you because it proves that you listen to groundswell.
ReplyDeleteAs you mention, Tinder embraced its image as a hook-up app with this campaign, which was ultimately the smart move to make. As the authors of our book note, your brand is whatever your audience says it is. Users have labeled Tinder a hook-up app since its inception. Tinder decided to listen to its audience and market its app accordingly, making for a successful advertising campaign. Great post!
ReplyDelete