Bruin AdTeam Tinder Plans Book 2021 by Bruin Advertising and Marketing Team

Executive Summary Boasting 57 million users, Tinder spans across 190 countries and is responsible for more than 20 billion matches since its launch. Tinder flourishes in open-minded spaces that value exploration and self-discovery, perfectly positioning it to facilitate genuine connections within the growing Gen Z community. Tinder invites Adventure Seekers, Trendy Butterflies, and Passion-Driven individuals to a world of wonder where they write their own stories. Our research revealed that, above all, Gen Z prioritizes authenticity, excitement, and adventure, all of which Tinder nurtures through its award-winning platform. Breaking into a new consumer segment is no easy feat, but as a leader in fostering connections, Tinder rises to the occasion. Irrespective of race, ethnicity, disability, and sexual orientation, Tinder allows users to showcase their open-mindedness and define their agency. By leveraging the app’s diverse communities, users craft their own adventure on Tinder’s platform, where everyone has the possibility to turn swipes into sparks. It’s all too easy to believe the preconceived notions of the online dating world, especially when they surround mundane and patterned narratives. However, it’s time to have your main character moment and take charge of your dating journey. Our campaign employs a novel approach in reaching our audience: video game nostalgia. The motif is significant in its tactility and popularity among Gen Z, and it serves as a gateway from virtual introductions to real life moments. Through exciting 8-bit executions that inspire connection, our campaign encourages our target personas to feel empowered by their unique qualities as they navigate new adventures with Tinder.

The Objective Our effective three-pronged media approach widens a user’s conception of Tinder, cultivates preference, and drives downloads. Our creative executions aim to increase...

BRAND LOVE

DOWNLOADS

By accentuating trusted sources, our desired audience will perceive Tinder as the app that gives a user whatever they want, whenever they want it.

CAMPAIGN MAP TABLE OF CONTENTS

1. Executive summary 2. research methods 3. target market 4. USER PERSONAS 5. campaign strategy 6. media strategy 7. creative strategy 8. creative executions 17. campaign schedule 18. budget/deliverables 19. evaluation/adtech 20. conclusion

2 6

4 19

8 17

RESEARCH METHODS 1

OBJECTIVES ■ ■ ■

Gain insight into the attitudes, behaviors, and values of Gen Z when considering their favorite brands and platforms. Explore Tinder’s platform and identify its key strengths and value propositions, especially in the context of Gen Z. Analyze Gen Zers’ current perceptions and sentiment surrounding online dating and Tinder.

RESEARCH METHODS 530

survey responses

250+

market analysis resources

185

focus group responses

Collected responses across 20+ states from students spanning the ages of 16 to 21 regarding their personal media consumption habits. 69.8% of users selected short clips of video as their favorite medium of online content, and 85.2% preferred to purchase from brands involved in sociopolitical issues. Performed secondary market research using sources such as McKinsey’s Gen Z Market Research Report and the Business of Apps Tinder Usage Report. Tinder has a 75% share of the U.S. Gen Z online dating market. Brands are increasingly addressing controversial topics and promoting social causes. Interviewed 185 high school and college students in 9 focus groups to analyze overall sentiment about online dating and media consumption. Users are skeptical of online dating, with 40% of surveyors claiming that dating apps are a spontaneous way to have fun or pass time with friends.

300+ dating profiles

800

sentiment analysis entries

60+

industry trend reports

Downloaded Tinder and created accounts to explore the app’s variety of profiles and customization options from an average user’s perspective. Tinder users have the potential to meet diverse individuals and seek connections with common interests. Evaluated app store & customer reviews, press releases, industry articles, and social media to reveal the current market perception of Tinder. Gen Z holds a 7.3% negative sentiment towards Tinder, revealing that many view the platform as an unsafe space, a place for hookups. Analyzed industry articles and statistical reports about current and projected trends of Gen Z’s online habits to predict the future structure of the industry landscape. Gen Z has and will continue to have a large online presence on platforms that personalize content to further fuel their interests.

KEY TAKEAWAY Gen Z is the future. Industry landscapes will continue to adapt to their preference for brands dedicated to inclusivity and social impact. By leveraging its accessibility and diverse community of users, Tinder is well-positioned to increase brand love among Gen Zers.

GEN Z + TINDER, AN IDEAL MATCH Gen Zers are pragmatic thinkers who believe in the importance of open-minded discourse. They gravitate towards inclusive communities centered around shared interests and social causes. Tinder’s diverse range of users and tailored matches make it an ideal hub for Gen Zers by providing communities and connections for all individuals regardless of how they define themselves.

What Gen-Z Wants:

Gen Z values social settings with an emphasis on developing unique communities. By scrolling through social media, Gen Zers are constantly expanding their circles and interacting with online communities, allowing diverse individuals to bond over common passions. Whether it’s gaming or a shared favorite music artist, finding the right community is essential to Gen Z. As the first digital natives, these users enjoy the possibility of connecting with anyone at any time.

Gen Z values individual expression and avoids conforming to strict social labels. As the most racially and ethnically diverse generation thus far, Gen Zers experiment with their identities both online and offline. In fact, as of 2020, only 48% of Gen Z identifies as exclusively heterosexual, making them also the most fluid generation in terms of sexual orientation. Gen Z’s individuality leads them to search for platforms which encourage users to define their own adventures.

Gen Z values brands that proactively take a stand on issues that matter to them, such as sustainability, diversity, equity, and inclusion. These individuals are attracted to brands that support open dialogue and nurture freedom of expression. When Gen Z finds platforms that facilitate such discussions, they begin to develop authentic connections with those they meet.

How This Applies to Tinder:

Community-Oriented

Individuality

Authenticity

Countless Connections

Personalization

Diversity + Inclusivity

Tinder brings together 1.5 million dates per week, generating 55 billion matches in total. These numbers underscore one of Tinder’s key strengths: its ability to transform a swipe into a spark. The endless matches a Gen Zer can attain result in an abundance of communities these users can create for themselves. For Gen Z, Tinder is not only a way to engage with the communities they’re a part of, but a way to grow the circles they know and love.

Whether it’s location, common interests, or mutual friends, Tinder is powered entirely by its users’ characteristics. With the addition of 9 sexual orientation options in 2019, users now have the ability to personalize how their preferences are represented on the app. Tinder’s ability to formulate ideal pairings ties directly into Gen Z’s desire for a unique adventure— after all, every match on Tinder has the potential to be something special.

As a platform, Tinder has the ability to reach and bring together individuals regardless of race, ethnicity, disability, and sexual orientation. The app has grounded its brand in welcoming individuals from all backgrounds, cultivating an open environment for every type of connection. Gen Z gravitates towards brands that are as embracing as they are dynamic and honest, making Tinder the ideal place for them to thrive.

CHOOSE YOUR CHARACTER

The Adventure Seeker

The Trendy Butterfly

Adventure Seekers are energetic optimists seeking thrills, whether it’s through music festivals, sports, parties, or backpacking. Typically someone starting college or entering the next phase of their life, this new independence fuels their infectious spirit. They look for casual relationships and love seeing where life takes them—no bad experience deters them from pursuing something new.

Trendy Butterflies are connoisseurs of social media, following all the latest trends and embracing what’s in style. They feed off interaction with others and love showcasing their dancing talents, hobbies, outfits, and aesthetic food to their friends and followers. Driven by community engagement, they crave inclusion while still finding empowerment in leading an authentic life.

Values: Work Hard Play Hard, Live in the Moment, and Go With the Flow

Values: Socially-Savvy, Self-Love, and Interconnectedness

The Passion-Driven The Passion-Driven are excited about niche topics and search for individuals with common interests. They are strongly attached to their communities and fiercely loyal to their interests, brands, and influencers. Whether it be gaming, art, baking, fashion, fitness, or social activism, they thrive by exploring their passions and sharing them with others. Values: Quality Time, True to Themselves, and Unrelenting Curiosity

To resonate with Adventure Seekers, Tinder should highlight its spontaneity: the thrill of instantly connecting and making decisions with someone new is exhilarating. Tinder offers endless opportunities for adventure, making it a perfect way for them to spend organic, personal time with others.

To resonate with Trendy Butterflies, Tinder should emphasize its ability to showcase the most authentic version of yourself. By keeping it real, Butterflies can operate on their own terms and expand their social circle, all while inspiring confidence in their followers to seek out connections on Tinder.

To resonate with the Passion-Driven, Tinder should advertise its wide and diverse community, where the huge pool of interests allow the Passion-Driven to find like-minded individuals. By celebrating users for who they are, Tinder encourages them to unabashedly express their unique identities.

Brands They Love:

CAMPAIGN STRATEGY “Where everyone has the possibility to turn swipes into sparks” Tinder offers a unique space for users to write their own relationship story and embark on a journey that truly turns swipes into sparks. Through its dynamic interface and transparent inclusivity for all, the platform is tailored to find whatever it is you’re looking for. Tinder provides endless opportunities for everyone to meet anyone—and when opportunity and community come together, sparks fly.

Designed to Meet Anyone Whatever your interests, expectations, or personality, Tinder is designed to cater to your needs and wants—personalized at its core. A simple swipe can form communities composed of every identity and orientation, celebrating people’s similarities while embracing their differences. With Tinder, users seamlessly navigate who they want to meet with and when, all at the touch of their fingertips.

Define Your Own Story Tinder gives users the power to define their own stories and shape their personal experiences on the platform. They have the ability to control who they strike a connection with, all without any pressure. Boundaries are set within their own individualized preferences and standards. Tinder offers a stress-free environment, providing users with the comfort of knowing that the story is theirs for the making.

Entertainment & Adventure

Endless Potential You never know who you’ll end up finding! Tinder opens up unique opportunities every time you take a chance and swipe right. The possibilities are exactly what you make and want them to be, whether that’s a romantic date, a casual outing, or anything in between—it all happens here. After all, no single experience is the same with Tinder.

Tinder recognizes that meeting new people should always be a fun experience. The platform alone is engaging and intuitive—every swipe presents the exhilarating chance to meet someone new. Whatever your idea of adventure may be, Tinder brings excitement into your life that wasn’t there before. Each match has unlimited potential to create a spontaneous adventure and thrilling entertainment that transcends the digital platform into the real world.

Tinder is more than just an app. Tinder has the proven name recognition to attract new dating app users to its platform before its competitors, thus influencing an individual’s online relationship experience from the get-go. Regardless of what you’re looking for, Tinder allows you the luxury of choosing which matches to bring into your life. It’s fun, stress-free, and customized to meet your desires.

A single swipe opens the door for endless possibilities and exciting new opportunities—meeting new people has never been easier.

MEDIA STRATEGY + KPIs Primary goal Secondary goal

Be in the Top 10 for Share of Voice of all Lifestyle Brands Increase Positive Brand Sentiment by 10% Increase Downloads by 10%

Through our three-pronged media strategy, our campaign will redefine Tinder’s brand association. First, we’ll broaden our target demographic’s conception of Tinder, which will then be reinforced among our 3 user personas in the preference stage of the campaign. Here, they’ll be reminded by trusted sources that anyone can find what they’re looking for on the app; this will cultivate brand love for Tinder and drive additional downloads from our desired audience.

Widen Conception

The first step of our media strategy will educate the general public about the new, exciting possibilities of Tinder, expanding and diversifying the perceptions of the brand. Our target audience will recognize the versatility of Tinder through impactful out-of-home advertisements, brand partnerships, video advertisements, and guerilla executions, encouraging them to seek personal communities within the app.

Preference

Next, our tailored campaign executions will reinforce and deepen our consumers’ new conception of Tinder and the potential relationships that can be formed through its all-inclusive platform. By leveraging recommendations from trusted sources such as influencer marketing, podcast sponsorships, and personalized social media ads, our campaign will encourage consumers to visualize the unique connections and community they can create through the app.

Download

Lastly, our campaign will generate increased downloads and engagement amongst new and returning users. By leveraging the contacts we’ll gain from executions mentioned earlier in our media strategy, we’ll target our MQLs with personalized mail and email equipped with QR codes to make it effortless for them to download Tinder.

Key Takeaway The primary goal of our campaign is to widen consumer conception concerning the types of relationships that can form through Tinder. This, in turn, will help our campaign reach the goal of generating a 10% increase in downloads. In addition, we want to achieve an increase of positive brand sentiment by 10%. Given there's currently a hesitation towards associating publicly with Tinder among the greater population, being in the top 20 for share of voice among all lifestyle brands will show that there’s greater brand love for the app.

CREATIVE STRATEGY

HAVE YOUR

MAIN CHARACTER MOMENT The Interpretation

The Connection

The Call to Action

The Execution

Our creative positions Tinder as a friend providing a valuable resource: agency. With Tinder, anyone has the freedom to create their own story, finding their main character moment from a limitless number of experiences.

Whether it be the Passion-Driven, the Adventure Seeker, or the Trendy Butterfly, Tinder grants its users the agency to engage with the app’s incredibly diverse communities and discover others whose interests truly match their own.

Redefine your perception of Tinder as a spontaneous, exciting, and essential element in your journey to turning swipes into sparks.

Our campaign uses an 8-bit video game motif to emphasize how Tinder sparks agency in its users, bridging virtual introductions to real life moments, making each individual the main character in their journey to finding the perfect match.

OUT OF HOME

90 percent of U.S. residents ages 16 or older notice some form of OOH advertising. OOH’s unblockable and unskippable ads will compel our target audience to recognize the versatility of Tinder through impactful bus exterior and mall directory executions in 16 cities across the United States.

What’s All the Bus About? Through a lenticular lens, the bus ad displays either an 8-bit version of an image or its real-life counterpart. Representing the interpersonal connections that progress from in-app to real-life, the ad highlights the endless opportunities available to Tinder’s users, encouraging downloads and redownloads. We will place ads on the exteriors of 70 buses in 16 major cities with high traffic flow and a large concentration of singles. These ads will repeatedly capture the attention of our target demographic in metropolitan areas, where they will be regularly exposed to the campaign as they commute to their destinations.

buses

cities

This is Your Sign to Download Tinder With a retro aesthetic and video game flair, the mall directory ad widens users’ conception by redefining their understanding of Tinder as a medium that emphasizes adventurousness, inclusivity, and opportunity. The ad highlights the Tinder experience as user-centric, encouraging both downloads and redownloads. Building off of the bus ad placement strategy, 56 mall directory ads will be placed across 8 cities with the highest concentration of college campuses to effectively reach our target demographic. Leveraging key events like Back to School shopping season and Black Friday, we will drive awareness among our target demographic while they shop in highly populated malls.

ads

cities

PARTNERSHIP

Tinder x Vans Collab: Tinder Off the Wall A limited edition Tinder x Vans collection will cater to Gen Z’s fashion preferences to promote brand love. Products in the collection, such as beanies and crewneck sweaters, are specifically chosen to target what our target personas would likely purchase and capture attention through their fun, vibrant designs.

Partnerships will play a critical role in our campaign as third party endorsements help establish credibility and can shape publicity towards Tinder in a controlled and positive manner. The proceeds of our partnership will be donated to the Point Foundation, an organization that provides professional development, financial aid, and other forms of personal training for LGBTQ college-aspiring individuals. Through this partnership, Tinder will generate greater brand love by showcasing their support for diverse communities while also giving a small organization greater mainstream exposure.

TV + VIDEO

The Commercials Our campaign will strategically place 15-second video advertisements on digital video platforms and 30-second video commercials in movie theaters across the country to inform and convert our target audience. The interactive, audio-visual characteristics of the video advertisements will pique our audience’s interest in Tinder’s unique capability to foster new connections, while the select video platforms will reach our target audience in entertainment-related environments to drive awareness and further exploration of Tinder.

TubiTV Ad Tubi TV is one of the most prominent ad-supported streaming services with Gen Z making up the largest share of their audience. We will leverage Tubi TV’s advertising capabilities to run unskippable 15-second pre-roll video advertisements. Through data-driven audience targeting and measurement solutions, we can further personalize our target demographic’s ad-viewing experiences as they watch free television streaming on various devices. Advertising on Tubi TV is optimal for our campaign because 50% of Gen Z said they do not mind or actually enjoy watching TV ads.

:15 Your Main Moment

Although our movie theater ad is cut to 15 seconds, the advertisement still effectively targets all three of our personas and emphasizes the limitlessness, accessibility, and inclusivity that Tinder offers users.

Movie Theater Pre-Showing Ad Gen Z are proven to be the most regular cinemagoers, with 43% saying they had seen a film at a movie theater. Leveraging the popularity of movie theaters, we’ll place 30-second commercials before PG-13 movie showings in metropolitan areas to educate the audiences about the full breadth of Tinder’s capabilities. The theater pre-showing ad narrows in on key main character moments from our cast of diverse couples, emphasizing inclusivity, limitlessness, and accessibility. These visuals pique interest in Tinder’s offering of endless experiences and drive viewers to redefine their perceptions of Tinder.

:30 A Look in the Life

Youtube Sponsors To increase brand love and downloads, Tinder will sponsor videos so that viewers won’t have to suffer through any unskippable ads. At the start of the video, the influencer YesTheory will say “Main characters don’t watch ads. Download Tinder for your main character moment.” Showing these quick sponsorship messages instead of longer ads will associate Tinder with positive sentiments among viewers.

LEVEL UP WITH TINDER Our social media campaign will have users engage with Tinder’s guerrilla executions using the hashtag #LevelUpWithTinder on Twitter. To progress through the three phases of the campaign, users will have to take photos with our Infinity Flames, swipe on the Tinder app for our Insert Coin to Start execution, and share their Tinder stories using our hashtag. Culminating in our Spark Parties, this three-phase campaign builds brand love through its exciting, experiential structure and drives downloads by having users engage with the app every step of the way.

Infinity Flame 01/20

In the first phase, we will launch a series of Tinder flame structures across the country, each lined with mirrors and spotlighting the work of a locally-commissioned artist. Each will have a small, ADA-accessible space for visitors to interact with the artist’s work while emphasizing Tinder’s ambition to provide accessible and inclusive experiences. At each structure’s exit, a QR code will link to a webpage showcasing the commissioned artist’s creative work and the charities that they feel passionate about, garnering brand love for Tinder.

Infinity Flame 16/20

Central Park, NY

LEVEL 1 - Infinity Flames

Infinity Flame Interior 01: Mirror Room

Reno, NV

GUERRILLA + SOCIAL MEDIA

LEVEL 2 - Insert Coin to Start In the second phase, every time users swipe on Tinder, they will have a chance to win a golden token, which they can use to go on a customized, Tinder-sponsored date with a match of their choice. In addition, these dates will feature small businesses to show Tinder’s support for local communities. This execution incentivizes users to download and swipe on Tinder and also builds brand love when users win a free date.

LEVEL 3 - Spark Parties In the third and final phase, Tinder will start a thread with a list of coordinates, revealing the locations of our dynamic block parties, called Spark Parties. Each event will host attrations, such as VR booths, arcade games, and food trucks, that celebrate Tinder’s values of agency and accessibility and increase brand love. Overall, the parties will serve as just one example of the many exciting adventures that users can encounter with Tinder.

SOCIAL MEDIA Be Player 1

Snapchat Daily Mail Ad This daily mail ad appears in the form of an in-browser game and users have to swipe up on the ad to begin. In the game, the user customizes their own character and navigates through a PAC-MAN-esque maze of obstacles to reach their main character moment. At the end, users will be encouraged to continue their adventure on Tinder, driving direct downloads. The game’s customizability and light-hearted gameplay indicate that a main character moment isn’t all too difficult to find, leaving a positive impression on users and increasing brand love.

+ GEN Z REACH MORE THAN 75%

NPC? Not For Me Tiktok In-Feed Video

Our TikTok in-feed video will feature the influencer BestDressed and other users giving advice, profile tips, and other suggestions on how users can engage with their Tinder matches. Creators point to their text box suggestions, with Tinder’s “It’s a Match” chime highlighting each one. From pickup lines to profile suggestions, users can start a dialog of their best dating experiences, driving brand love and emphasizing that anyone can be the main character.

SOCIAL MEDIA I’d Tap That

Instagram Filter

Swipe Your Own Story

Instagram Swipe-Up Story Ad

This interactive, “Tap to Start” Instagram filter randomly selects a main character moment for each user. Each moment will be humorous or adventurous to incentivize users to share their results, driving brand love and encouraging downloads.

tinder

This swipe-up ad begins with a one-second clip taken from the climax of our commercial. The image then becomes progressively pixelated with an overlay of the 8-bit Tinder logo and our campaign’s tagline. Viewers can then swipe up on the ad, taking them to the App Store to download Tinder. This ad showcases just one of the many potential main character moments that users can experience with Tinder, highlighting the limitlessness of the app.

r/tinderstories

Reddit In-Feed Video To drive brand love, our Reddit in-feed video ads will be montages of footage from the sponsored dates in our Insert Coin to Start guerrilla execution. At the same time, we will post on targeted subreddits asking, “What is your ideal Tinder date?” We will reward the most creative answers and award winners with a week of Tinder Gold, incentivizing even more Redditors to respond. Winners will need the app to make use of their reward, encouraging new downloads.

tinder

GOLD

PODCASTS + INFLUENCERS

PODCASTS Gen Z is not only the demographic with the biggest increase in podcast listenership, but also they’re the most engaged, with 60% willing to listen to podcasts of 26 minutes or longer. Each specific podcast ad read will inform each target personas about the possibilities of acceptance on Tinder’s platform. We know that 75% of podcast listeners will respond or take action after hearing sponsored content, which is ideal for TInder since podcast consumers, 80% of whom listen on their phone, will be able to access their mobile app store seamlessly through the podcast platform.

Wild Ideas Worth Living Persona: Adventure Seeker Reasoning: Popular podcast focused on inspiring adventurers and risk-takers to pursue their aspirations. Action: Sponsor an episode that invites a Tinder user to recount a thrilling adventure that they experienced from meeting someone on the app. Outcome: Increase awareness of the possibilities Tinder provides for adventure and exploration, and subsequently influence listeners to download and start their own personalized adventure.

INFLUENCERS

Anything Goes with Emma Chamberlain Persona: Trendy Butterfly Reasoning: Trendy social-media influencer amongst Gen Z, known for her relatability as a young adult and attempts to promote acceptance within social communities. Action: Broadcast mid-roll ads where Emma discusses her own personal experiences with meeting new people and expanding her lively social circle on the app. Outcome: Educate listeners on Tinder’s diverse communities and encourage the target demographic to foster new relationships by downloading the app.

YesTheory and Valkyrae

Kinda Funny Games Daily Persona: Passion-driven Reasoning: Daily Podcast surrounding news and announcements among the passionate gaming community. Action: Include mid-roll ads where the hosts will express how Tinder has allowed them to connect with other gamers that share the same passions within their niche community. Outcome: Emphasize Tinder’s sense of belonging for the passion-driven who seeks a loyal community and increase downloads as listeners will want to join the multi-faceted community that Tinder provides.

70% of Gen Z watch more than 2 hours of YouTube everyday. Instead of buying traditional ad spots that often give consumers negative perceptions of the brand, we will strategically sponsor videos of Youtube influencers, like YesTheory. Leveraging the connection and trust they’ve built with their followers, a recommendation from YesTheory will not only expand our persona’s perception of Tinder, but also, compel them to prefer Tinder when looking for entertainment alternatives.

Additionally, we know streaming is an upcoming video consumption trend among Gen Z. 64% of streaming viewers are willing to purchase from a brand recommended by streaming influencers. Consequently, we can sponsor a stream with the most popular gaming streamer, Valkyrae, to promote Tinder’s brand among her diverse, loyal fanbase.

MAIL 1

Super Seed Paper Physical VR Mail

Email Command Email Campaign

Mail, an unsaturated medium, offers consumers a break from the virtual world and provides a sense of trust since there are no inherent complications with digital privacy. With this in mind, our campaign will feature DIY VR Tinder goggles made of plantable seed paper, aligning with the target demographic’s sense of environmental justice. We’ll specifically be targeting college campus dorm rooms, which mitigates concerns with privacy once again. To increase the effectiveness of our direct mail campaign, we will pair it with emails as conversion rates are boosted by as much as 35% when the two channels are used collectively with Tinder. These elements lead to an effective conversion rate of 14.65%.

Email enables Tinder to directly engage with consumers, foster long-term habitual interactions with the brand, and capitalize on the efforts of the prior tactics in the form of downloads. The platform is compatible with mobile, which allows consumers to seamlessly transition from the email to the app download page. Highly personalized emails also lead to a high ROI of $38 for every $1 spent. Consumers also have the ability to opt-out anytime at their convenience, which signals that those subscribed to the newsletter are interested and want to engage with Tinder.

Users are mailed a cardboard virtual reality headset wrapped in eco-friendly seed paper packaging. A QR code on the headset links to an 8-bit YouTube video for users to immerse themselves. The personalized nature of VR highlights a user’s agency in creating their main character moments. Guided instructions are printed on the envelope along with another QR code to encourage downloads.

This email displays a light-hearted guide to becoming the main character of your own narrative. Following these fun steps, users can download Tinder via the included QR codes and access unique wallpaper designs, including Tinder-related color gradients and user-generated affirmations. This execution encourages downloads while simultaneously empowering the individual with access to inspirational messages.

FLOWCHART Execution

AUG

SEPT

OCT

NOV

DEC

Key Events Considered

School Starts

Homecoming

Halloween

Thanksgiving

Holidays

Widen Conception OOH Side of Bus OOH Directory Partnership Infinity Room Flames Block Parties Golden Date TubiTV Youtube Movie Theaters Twitter Snapchat Preference Tiktok Instagram Reddit UGC Reddit In-Feed Videos Emma Chamberlain Wild Ideas Worth Living Kinda Funny Games Daily Influencers Download Mail Campaign Email Campaign

BUDGETING

We will optimize our budget by allocating 60% towards expanding the general conception of Tinder, 35% to reinforcing brand love among our target demographic, and 4.5% for driving downloads from both new and old users. The remainder will be allotted towards funding for various types of ad tech that will contribute to a comprehensive measurement and analysis of share of voice and brand sentiment.

60%

35%

4.5%

WIDEN CONCEPTION

PREFERENCE

DOWNLOAD

$10 MILLION BUDGET $1,400,000 $500,000

Traditional OOH Partnership

PLATFORMS

BUDGET

IMPRESSIONS

DOWNLOADS

Side of Bus

$700,000

315,000,000

7,875,000

Mall Directories

$700,000

79,800,000

1,995,000

Vans X Tinder X Point Foundation

$500,000

166,666,667

229,000

Infinity Room Block Parties

$1,909,000

8,000

Swipe a Token

$500,000

2,000,000

1,600,000

Tubi TV

$760,000

6,440,678

760,000

Movie Theaters

$800,000

1,666,667

800,000

$50,491

10,344,155

93,097

Snapchat

$120,000

420,000

2,520

TikTok In-Feed Videos with BestDressed

$1,165,200

116,520,000

6,175,560

Instagram

$1,000,000

333,333,333

3,600,000

Organic Reddit

$1,000

215,500,621

1,594,705

Reddit In-Feed Videos

$1,000,000

833,333,333

6,166,667

$100,820

3,696,840

144,177

Wild Ideas Worth Living

$1,600

67,760

2,846

Twitter #levelupwithtinder

$2,409,000

Guerilla

$1,560,000

Video

$3,336,691

Social Media

Kinda Funny Games Daily

$5,939

323,400

13,583

$108,359

Podcast Ads

$186,000

Influencers