EXECUTIVE SUMMARY 01
We need to talk. Gen Z does not like Tinder—the longer the brand avoids this truth, the harder it becomes to reach them. While inherited negative perception has steered the target away, the brand must do the work to change how users experience Tinder. The primary target audience, a 4.2 million population segment of 18-19 year-olds, is sick of waiting around for change to come. They’re tired of seeing the world through a perfect filter. They want the truth—real problems, real connections, real life. The state of the world has stalled pivotal moments of their youth, taking control right out of their hands. Despite this, they’ve forged forward, creating a world they want to see. They are in the prime of their youth, yet the weight of the world has clouded the colorful adventures that come with this age. The target needs a space that allows them to discover themselves without the pressure of societal expectations. Tinder offers connections at every level, letting the target decide what their journey looks like. The beauty in Tinder is that it is what you make it. It’s not a curated space. There are no expectations. There is no singular outcome. Success is defined by each story. Tinder puts the target in the driver’s seat, while letting them know it’s okay to not have a destination. Team 295’s strategy allows Tinder to take advantage of the fact that the target is beyond ready for in-person interactions. By utilizing digital, experiential, traditional, public relations and ambush tactics, Tinder will connect with 18-19 year-olds an average of 27 times throughout the campaign. The target has yet to learn there’s more to Tinder than just hookups. Once they recognize this, the campaign will successfully build brand love and increase brand consideration, preference and sentiment among the target. The campaign hits its stride by canvassing the nation, bringing the target face-to-face with Tinder. While most brands only make stops in major cities, Tinder will span the entire United States, ensuring not a single 18-19 year-old is overlooked. Tinder needs to make the target understand they are old enough to experience independence, yet young enough to live in the moment, ditch the roadmap and…
OPPORTUNITIES & GOALS
The target does not like Tinder. Primary and
207
secondary research conducted by Team 295 confirms that Tinder has a serious brand love issue, and the issue is multidimensional. Whether the target uses the app or has never downloaded it, most haven’t experienced the brand first-hand and its playboy reputation is a major turn-off.
THE
NITTY GRITTY
THE
THE
NEED TO KNOWS What is holding the target back from loving Tinder? What traits of the target should Tinder uniquely celebrate? What desire will Tinder fulfill for the target?
THE
END GOAL
PRIMARY Increase brand consideration, preference and sentiment during the campaign CONSIDERATION Decrease the number of 18-19 year-olds who feel that Tinder is “not for them” from 61% to 51% PREFERENCE Increase the daily average of Tinder app opens among target audience users from four times a day to five times a day SENTIMENT Increase positive sentiment across social media platforms from 33% to 55%
SECONDARY Increase registrations and reactivations of 18-19 year-olds during the campaign and in the two months following INCREASE USERS Increase new registrations or reactivations by 14%, or 273,280 users EXPERIENTIAL Garner 47,266 new registrations or reactivations of Tinder-branded experience attendees, or 70%
MEDIA Drive 24% of 18-19 year-olds, 2,928,000 unique visits, to Tinder’s microsite.
DISCONNECT
Gen Z feels Tinder wasn’t made for them. In fact, 65% of the surveyed target audience has never used the app. They haven’t built their own connection with the brand yet, and because of their inherited negative perception, they don’t know if they even want to try.
THE
DIGITAL DILEMMA
Digital noise is a constant in the target’s daily life. Social media evolves quickly and digital content is endlessly accessible to this target—creating the challenge of maintaining their attention.
8 seconds to capture the target’s attention online339
9 mobile apps used per day by Gen Z445 30 mobile apps used per month by Gen Z445 43% of Gen Z struggle to decide where to spend time online216
PRIMARY TARGET 4.2 million
segment of U.S. 18-19 year-olds
SECONDARY TARGET 8 million
remaining U.S. 18-19 year-olds
02
2020 03
THANK YOU, NEXT
The year 2020 shook the target out of their teenage dreams, forcing them to grow up faster than they should have. The world they once knew was forever changed—everything they looked forward to was canceled or postponed. Every day, more world-shattering headlines broke. It didn’t matter who or where they were, anxiety about the unknown struck every member of Gen Z on a personal level. With these headlines came tough conversations with polarized family and friends, causing a divide in relationships. The COVID-19 pandemic combined with both political and social unrest marked the beginning of this generation taking on the weight of the world.
WHERE WERE YOU WHEN?
Just as their carefree years were coming to an end, the target had to come to terms with a harsh reality. As this generation watched friends and family lose their lives and jobs, they felt helpless.195 Becoming more engaged in politics and calling on their leaders to take action on the global health crisis, many Gen Zers have been disappointed in their response.425 After a year in isolation, Gen Z has seen a 50% increase in depression and a 68% increase in anxiety.326 As the country transitions back into normalcy, these emotional effects of the pandemic will impact Gen Z long after the majority of the population is vaccinated.
CALL TO ACTION
The summer of 2020 demanded a reckoning with systemic racism and personal biases in the United States. Black members of Gen Z led the movement. Regardless of party affiliation, three-quarters of Gen Z rallied together, unified by their advocacy for the Black Lives Matter movement.317 They took on the responsibility of leading the charge by educating peers on social media and their families at home. Gen Z’s advocacy and presence at protests contributed to one of the largest racial movements in United States history.317
GENERATION UNITED Following a summer of social and political unrest, a staggering number of Gen Zers witnessed first-hand how politicians impact their daily lives. As 82% of 18-23 year-olds became more cognizant of the way politics influence the world around them, this generation was especially motivated to voice their opinions—both online and at political rallies.458 Many members of Gen Z were eligible to vote for the first time, and their outspoken advocacy drove the highest youth voter turnout ever.317 Though many were too young to vote in 2020, this generation fought for equality and democracy even in the face of a pandemic.
TRENDS 04
BRANDS THEY STAN
Building brand love among a generation that rebels against traditional norms proves to be a difficult task. Gen Z’s favorite products integrate consumer input, creating brands that are extensions of the audience and embody their personal values. As the most diverse generation in the U.S. to date, Gen Z demands inclusive representation from the brands they follow.438 It is an expectation for 71% of them that brands must showcase diversity.179 Considering 92% of this generation trust friends’ and families’ opinions on brands, lifestyle companies must actively portray a variety of human experiences to maintain positive word of mouth.422 99 In order to be successful, lifestyle brands have two choices—keep up with the times or lose relevance with this crowd.
THE
ENDLESS SCROLL
Gen Z spends 74% of their free time on a mobile screen, averaging 42 hours per week.402 In 2020, 69% of the target spent even more time online.431 Comparing social media use to Millennials, Gen Z spends an extra hour per day flipping through their favorite apps.95 If there is content to consume, create or critique, Gen Z is all over it.
LET’S TAKE A BREAK
Gen Z is five times more likely to take a digital detox than other generations.266 With 45% of the generation saying they feel overwhelmed by social media at times, they often look for ways to decrease screen time, seek out human connection and take care of their overall well-being.95
BRAND BS
Gen Z is not afraid to call a brand out. Whether it’s for staying silent or for artificial advocacy, they can smell the BS a mile away. It’s an expectation among Gen Z that brands be transparent about their social and environmental impact, and their commitment to inclusivity.136 The only thing that will get Gen Z’s acceptance and respect is complete authenticity.85
GEN Z IS AN OPEN BOOK
Most members of Gen Z have come to terms with the fact that companies collect data about them—and they don’t care. With 70% of this generation believing a website will already know what they’re looking for, they are comfortable sharing their personal information to better customize products and services.618
BRAND INSIGHTS 05
YIKES
Bad perception of Tinder discounts the brand before the target gives it a shot. For Gen Z, being seen on Tinder is embarrassing. Here’s why the target doesn’t want to be associated with Tinder:
LIKES
While negative perception sways the target away from trying Tinder, they don’t realize the positive benefits it could bring to their lives. Here’s how Tinder will add value:
Unsafe vibes576
Straight user base427
Control over choices194
Connect instantly40
Shallow interactions64
Shame in online dating227
Improve self-esteem600
Discover adventure21
Hookup-only stigma251
Disconnect in user intentions535
Diversify social circle561
Express individuality82
570
357
530
190 14 531
581
497
570
173 40
89 351 576
443 377
CONSUMER FINDINGS 06 & INSIGHTS
THE
PRESSURE IS ON
Of the surveyed target, 68% feel the pressure to act older, more mature and put together. With one burden after another, they haven’t had the chance to catch their breath.
BACK IN ACTION
High value is placed on real experiences. Due to COVID-19, many of the target’s milestones have been shifted to virtual media. With 68% of Gen Z experiencing cabin fever, the target is ready for exciting, in-person events.48
CALL THE SHOTS
Many of the target’s past choices have been made for them, but they are now on the verge of adulthood. With 85% believing their choices determine their future, they are ready to be in control of their own decisions.269
PRIMARY TARGET AUDIENCE 07
4.2 MILLION STRONG
Defyners, the primary audience segment, are characterized by diversity and technology. They are continually crafting a culture to fit their ideal world founded on acceptance and inclusivity. Defining themselves while defying societal norms, they seek a space where they don’t have to answer to anyone. Defyners are weirdly anxious—they’ll start a revolution, but won’t make a phone call. Their stories are different, but the pressure to measure up lives rent-free in their minds. The weight of the world creates a false urgency to have it all figured out.
Kal worked hard to be the first in his family to go to
college. In his predominantly white suburb, he often feels left out. He values having a group that understands his culture, but the only people he can relate to are his family. Kal feels like college is the perfect opportunity to find a new community to help him discover another side of himself. Kal’s social anxiety makes him uncomfortable in in-person settings. While dating online isn’t his first choice, it doesn’t run his social battery down as much as a college party.
Colette is balancing a lot in her life right now. She is
working multiple part-time jobs with dreams of turning her graphic design side hustle into a full-time gig. Colette and her boyfriend have decided to go separate ways as he moves away to college and she stays in the city. Even though a part of her isn’t ready to move on, she is ready to explore the options that come with being single. Having never used a dating app, the idea of meeting up with potential matches makes her nervous.
Julia is eager to explore her sexuality while away at
college. Channeling all her energy into being high school student body president, she’s been able to avoid figuring out her identity. As a leader in the school, she’s pushed down her feelings in fear of what others may think of her. She has never felt fully comfortable coming out, so being openly queer online feels safer. Dating apps seem like a perfect opportunity to explore, but the only people she knows who use them are straight.
STRATEGY 08
FROM A SPARK TO A FLAME
Gen Z does not inherently love brands, but brands love Gen Z.213 The target is picky, so brands have to work harder to earn their attention. Brand love transforms casual customers into super fans. Super fans advocate for their favorite brands, calling on others to follow along. This is Tinder’s Brand Love Journey as told by Gen Z. Defyners are currently in the sus stage of loving Tinder. Once Defyners realize Tinder gives them ultimate control, they will stan.
THE
MEMO You’re the one in control.
THE
PROMISE
On Tinder, you jump into a dating world where anything is possible.570
THE
VIBES
Candid to gain trust Shameless to be authentic and relatable Bold to break through the noise
THE
POSITION
For Defyners, Tinder encourages self-discovery to be the best part of dating.
MANIFESTO 09
CREATIVE EXECUTIONS 10
THE
RULE BOOK
THE
GAME PLAN
The Tinder Brand Love Journey is at the core of every initiative throughout the campaign. Through the specific phased approach, Defyners will reach the end goal of stanning Tinder. The strategy dives into digital and in-person executions to guide the consumer each step of the way. The following icons will be featured in the upper left-hand corner of each page to mark the phase of the brand love journey.
SUS Defyners don’t like Tinder and
don’t know how it fits into their lives.
LINK Defyners are actively using the app but won’t admit it or openly talk about it with friends.
CATCH FEELS While Defyners use
CONSIDERATION
INCREASE USERS
PREFERENCE
EXPERIENTIAL
SENTIMENT
MEDIA
ROLL THE CREDITS
To kick off the campaign, Tinder will ambush drive-in movies in seven major metro areas. With 66% of Gen Z interested in attending a drive-in movie, this would be a new way for Tinder to reach the target.507 Influencers in the target’s age group will post about a surprise drive-in movie happening in each of their cities, keeping Tinder’s involvement a secret. Defyners will be surprised by Tinder-branded food trucks, stickers and popcorn at their drive-in theatre, making it impossible to forget Tinder’s role in their memories. Surprise events compel 85% of consumers to return to a brand, making the drive-in ambush a perfect experience for Defyners to start building a relationship with Tinder.513
Tinder and like it, they won’t associate with the brand.
STAN Defyners shamelessly
157
love Tinder.
157
09
CREATIVE EXECUTIONS 11
THEY STAN SOCIAL
Using Tinder’s social accounts will reveal an authentic glimpse into what the brand can do for Defyners while meeting them where they already spend their time. With both Defyners and Tinder present on these platforms, it’s the perfect intersection to begin a relationship.
TIME TO OWN IT
This generation of trendsetters is always looking for a place to connect and create online. Though they inherited a majority of their social platforms, they have swiftly redefined the nature of social media. Seeking hyper-personalized interactions with their peers and the brands they follow, Gen Z demands more intimate connections with the platforms they occupy.199 As a connection app, Tinder will build a relationship with its audience by posting original and user-generated content on owned platforms an average of 2.5 times a week. Defyners are able to submit usergenerated content with campaign-specific hashtags. In addition, Tinder’s current bios on all socials have got to go. If Tinder wants to be considered more than just a hookup app, taking the booty-call out is the first step. Using the bio “It’s about to damn time to Act Your Age” aligns with the target as well as Tinder’s brand message.
TIKTOK As the most loved platform among Gen Z, TikTok content will make Defyners feel connected to Tinder’s branded experiences.638 Through user-generated content, owned social will consist of TikToks from various events the target attends. With 81% of the surveyed target audience active on TikTok, Tinder using micro influencers to reach the target keeps the brand voice fresh and relatable. INSTAGRAM As one of Gen Z’s most frequented platforms, Instagram is the perfect space to ensure Defyners are aware of branded experiences. With 73% of Gen Z active on Instagram, this will be a great opportunity for Defyners to post user-generated content from the events.520 YOUTUBE Throughout the campaign, YouTube will be used to increase positive sentiment among Defyners. Long-form video content will establish Tinder as an inclusive, relatable brand leading the target to reconsider their negative perception. With the opportunity for the target to comment and connect with creators, YouTube offers an interactive way to reach the 62% of Defyners on the platform. Watching videos helps 70% of Gen Z feel connected with content makers.371 61 FACEBOOK By utilizing the upcoming events and event check-in features on Facebook, Tinder plans to encourage Defyners to attend in-person events in their area. With 61% of Gen Z on Facebook, Tinder will spark anticipation for upcoming events and share formal, long-form content.313 TWITTER In order to reposition Tinder as a brand Defyners can relate to, Twitter will be used to interact directly with the target. Twitter is home to stan culture and allows brands to showcase personality.508 From promotional announcements to snarky clapbacks, Twitter provides an avenue for Tinder to show off its voice with the 44% of Gen Z that are active on this platform.520
RALLY THE TEAM
With more than 76% of Gen Z following an influencer on social media and 52% trusting them, relevant micro influencers will represent Tinder throughout different parts of the campaign.95 104 Micro influencers promote brand products while staying authentic. Micro influencers from 66 cities across the U.S. have been identified to support the campaign. Nael Rehman and Aaron Philip are examples of influencers that will spark excitement over Tinder-branded initiatives by promoting them on social media. Micro influencers were chosen because of their high engagement rate of 9%.381 These high rates come from the trusting relationship they’ve built with their audience. Followers view micro influencers as people like them.104 Brands and macro influencers often feel far removed from their target, making them unrelatable and disconnected.267
CREATIVE EXECUTIONS 12
DATING LOOKS DIFFERENT HERE
Defyners are ready to take control of the freedom that comes with their age. Tinder will seize this opportunity through the Ignite Site, an online idea generator that prompts spontaneous dates in any zip code across the United States. Launching the first week of September on a microsite for the entire campaign, the Ignite Site is accessible nationwide. From black-tie dining at a dive restaurant to jumping into a pool fullyclothed, Tinder will provide individualized experiences for Defyners. Programmatic ads, social and out-of-home will drive Defyners to the Ignite Site. From there, they can choose to generate a date, or submit their own date idea in the zip code they know best. With 65% of Gen Z consumers believing brands should provide individualized experiences, the Ignite Site encourages Defyners to act their age.15 Users can share their Ignite Site adventures on social by tagging Tinder and using #IgniteTheMatch. As the Ignite Site kicks off, hype around Tinder will begin to build.
TINDER DELIVERS
As Defyners share their Ignite Site excursions on social media, Tinder gifts date-related items through dynamic direct mail. Jump in a fountain? Tinder sends a towel. Make a fancy dinner? Tinder sends an apron. Personalized mail is more likely to leave a lasting impression in an overcrowded digital space. When dynamic mail and digital are combined, download conversion rates jump 40%.556
FEAR THE FOMO
The Ignite Site comes to life through the Igniter, a local, randomized date generator. The Igniter will pop up in seven city centers, including Tempe, AZ, Columbia, SC, and Madison, WI. Defyners walk up to the Igniter, pull the lever and get a date idea. Designed to deliver a sponsored brand experience that 61% of the surveyed target audience demands, the Igniter brings the target face-to-face with Tinder. With 98% of users creating content at events or experiences, the buzz around the in-person activation ignites the fear of missing out.324 The Igniter drops the beginning of September for one week only, giving Defyners the opportunity to experience adventures only Tinder can bring. This execution works as an out-of-home ad and an experiential piece all in one.
10
CREATIVE EXECUTIONS 13
IN THE WILD
As digital natives, Defyners are pros at navigating their way around unwanted ads. In order to capture their attention and generate brand love, out-of-home wallscapes will be posted in 66 cities, reaching the target in markets spanning from Starkville, MS to Seattle, WA. Of those who view wallscapes, 48% are more likely to engage with digital ads throughout a campaign.177 Considering Gen Z’s most-loved brands are among the largest out-of-home advertisers, wallscapes will keep Defyners engaged in both the physical and digital campaign executions while pointing them to the Ignite Site.602
GET ON THEIR LEVEL
Defyners own the digital space. For the first half of the campaign, the majority of programmatic video and static ads will lead the target to the Ignite Site and the remaining ads will encourage app downloads. Beginning in the third week of October until the end of the campaign, ads will drive Defyners to download the app and submit user-generated content. The target’s frequent use of social media has led the audience to process digital content up to 50% faster than previous generations.220 Paid digital allows for multiple brand exposures across social platforms, Twitch, YouTube, Tinder, connected TV and websites. Ads are placed with demographics and online habits in mind, guaranteed to capture the intended audience’s attention without wasting a single impression.
LET’S BE REAL
Tinder will use posts from the Ignite Site and other experiential activations as content for social media posts and programmatic ads. Defyners want to create their own world—by them, for them. With the target desiring to contribute to brands, user-generated content is 2.4 times more likely to be viewed as authentic than content created by a brand.422 This has proven to be more influential than any other form of branded content for 85% of consumers.408
11
CREATIVE EXECUTIONS 14
GOING NATIONAL
The 66 cities were chosen to highlight at least one city in all 50 states. This ensures that a majority of Defyners have the opportunity to interact directly with Tinder. Each of the cities has an 18-24 year-old population between 15% and 65%, including at least one university.
LINK UP
The campaign hits its peak in the first week of October with an exclusive hunt for Tinder date adventures. Tinder street teams will hide 100-250 Matchboxes in each of the 66 hand-picked cities. The Matchbox experience will attract Defyners to Tinder because, to 80% of consumers, experiences are just as important as products.171 Matchbox dates are split into three tiers—casual, premium and extravagant. Each box will have vinyl Tinder flame stickers, a unique date card and a branded disposable camera to capture the memories. On the date card, there will be a Spotify code—scanning it will lead Defyners to a specialized playlist curated specifically for their date. Digital ads will guide Defyners to the Ignite Site, where the location for each hidden Matchbox is revealed after typing in a zip code. A geocachingstyle map allows Defyners to discover where the box is hidden. Scanning the QR code will take the box off the map while activating an exclusive invite for four people to the after party, taking place the following Saturday. Buzz around the hunt and after party will circulate through influencer posts and user-generated media making it hard to miss. Defyners who participate in the hunt can share their adventure on social by tagging Tinder and using #IgniteTheMatch.
SEND THE LOCATION The Matchup, an exclusive Tinder after party in 66 cities for 18-19 year-olds, will be hosted on the last day of the Matchbox hunt, Saturday, October 9. The parties, set up by street teams, feature a DJ playing Tinder x Spotify partnered playlists, dance floor, food, mocktails and mini-date stations. Defyners can also have their film developed from the disposable cameras found in their Matchboxes. Tinder will partner with Spotify for this event, using their widespread name recognition to spark interest. Primary research shows that 61% of the target would attend an exclusive, branded party for their age group. Secondary research proves that branded event attendees are 70% more likely to become regular consumers of the brand.440 Leaving with happy memories, Defyners will move from the link to the catch feels phase. Defyners who attend the Matchup will be encouraged to share their fun by posting on social and tagging Tinder with the #IgniteTheMatch.
CHARITY PROFILE
WEAR IT LOUD AND PROUD
What better way to promote Defyners’ Matchbox adventures than custom Tinder badges? Badges appear as stickers on users’ profiles, prominently showing their involvement in events. Since festival badges were released in 2019, they’ve continued to connect users during shared experiences and spark in-app engagement.367 This is why custom Matchbox badges will be issued for the Matchup.
13
CREATIVE EXECUTIONS 15
CREATIVE
TAKE TINDER ON A DATE
Defyners are fervent activists and 44% of them would like to contribute ideas to brands.213 Tinder will provide an opportunity to utilize their passions through Pass The Flame. Defyners submit videos on any social by tagging Tinder and using #PassTheFlame to advocate for their chosen philanthropy. By using programmatic, owned and influencer-driven ads, Tinder will rally Defyners to submit causes they care about. After a month of submissions, Tinder will announce the top 35 causes to take part in an in-app donation swipe spree.
GET SOME, GIVE SOME
After submissions close, Tinder will create cohesive profiles for the top philanthropies, indicating they are part of the swipe spree, Pass The Flame. For every swipe right a philanthropy profile earns, Tinder will donate 15 cents until donations max out at $2.5 million. After the donation period ends, a wrap-up of the money donated will be posted on Tinder’s socials and the Ignite Site for all to see. Gen Z is shaping up to be the most philanthropic generation to date, with 69% more likely to love a company that contributes to social causes.164 These philanthro-kids have all the passion in the world and prefer the ease of mobile giving. Tinder has the money. Defyners choose the causes. It’s a match made in heaven.312 213
12
CREATIVE EXECUTIONS
SURPRISE, TINDER’S HERE
Ambush events create brand value and association while staying a cost-effective form of advertising.361 These tactics surprise Defyners where they least expect it. Tinder will ambush 26 events to give away branded partnership merch with Champion and Vans. The events include Lollapalooza, Hot 100 Fest and all Power Five championship football games.
CHAMPION TOGETHER
Champion moved from being clothing that nobody wanted to wear to a trendy streetwear brand among Gen Z since 2019. Streetwear is viewed as authentic by this generation and Champion has sustained relevancy in this category.182 Their vintage appeal and their ability to stay in-the-loop has made 85% of the target love the brand.436 To show that Tinder is tuned-in to Gen Z clothing trends, Tinder x Champion exclusive hoodies will be given at the ambush events. Champion and Tinder street teams will distribute the merch.
KICK IT WITH VANS
Vans’ old school style has held the attention of Defyners. It is the grassroots brand that everyone loves.265 Vans has earned this reputation by investing in live music events and partnering with smaller organizations, keeping younger audiences engaged with the brand.265 Vans has been able to stay true to their style, while adapting to fit the needs of their consumer base. Streetwear is worn by three-fourths of Gen Zers, defining their everyday style.262 Tinder x Vans bucket hats will be given at the ambush events by Vans and Tinder street teams.
TINDER HAS THE AUX
Spotify is already integrated into Tinder’s platform, but its current Spotify presence needs a lifeline. To continue the partnership with Spotify, new Tinder x Spotify playlists are curated to match each moment of Defyners’ adventures. Nearly 76% of Gen Z claim music contributes to their self-discovery.141 Spotify is the perfect home for the playlists as it has the youngest user base out of any music streaming service.457 To get the playlists in front of the target, Tinder will promote them on their socials. Whether it be the perfect jams for a 15-minute lunch break or tunes for driving around your hometown with your soon-to-be ex, Tinder brings the vibe.
16
CREATIVE EXECUTIONS 17
TUNING INTO THE TARGET
Tinder is sponsoring 18 episodes of Anything Goes, hosted by Emma Chamberlain. She’s known across the internet as the most popular girl in the world, and her podcast is no exception.566 Nothing is off limits—with first kiss stories and unpopular opinions, Emma covers a wide variety of topics that Gen Z truly cares about. Emma has a 25% engagement rate on social media and Anything Goes is in the top 0.01% of over two million podcasts.594 36 At only 19, Emma has created a candid, relatable platform, making her podcast the best avenue for Tinder to speak to Defyners.
WHAT YOUR MOM NEVER TOLD YOU
Tinder-Ed is a sponsored show on Snapchat headed by popular TikTok creators, Steven Morea and Katie Charles. The show will air on Snapchat once a week in 5minute episodes. At the end of the month, a 20-minute segment will be uploaded to YouTube and IGTV. These creators already hold the attention of the target and proudly share their own Tinder stories on their socials. Steven and Katie will cover topics for all audiences—from inclusive sexual wellness to relationship red-flags. Even though 29 states teach abstinence-only sex education, 40% of high school graduates have already had sex.510 625 Compared to other generations, Gen Z is 2.7 times more likely to respond to short, entertaining relationship advice.368 Tinder will fill this role as the online dating expert.
TINDER IN THE HOUSE
Clubhouse is the next big thing. With a Clubhouse room also hosted by Steven Morea and Katie Charles, Tinder opens a new line of communication with Defyners. From cringey first dates to love at first swipe, Steven and Katie will share it all. Clubhouse is an emerging audio chat room expected to be a hit with Gen Z. With content that only lasts for 24 hours on the app, the platform attracts Defyners with its quick, exclusive nature.129 Apps like this have become increasingly popular, and Clubhouse grew from over 3.5 million global downloads to 8.1 million in just 15 days in early 2021.129
MEDIA STRATEGY 18
The campaign will run from August 1 to December 15, 2021. By using a mix of media tactics, Tinder will move Defyners from sus to stan. The $10 million campaign budget will increase brand consideration, preference and sentiment among the target audience, and drive app registrations and reactivations. The expected results include social shares, as experiential and user-generated content is critical to the media plan.
IT’S ALL PLANNED OUT
Utilize owned social channels to increase budget efficiency Emphasize experiential advertising across owned, earned and paid media to maximize audience reach Integrate digital ads into real-world experiences to increase campaign engagement Achieve a high frequency to guarantee repeated exposure among the target audience
THE HOT SPOTS
Concentrated targeting in urban areas with at least one college for Tinder’s in-person brand activations will capture Defyners’ attention and drive brand engagement.
THE FAM
Segmented through Facebook Audiences, Defyners are the 4.2 million members of Gen Z who spend an average of six hours per day consuming digital content. They are 18-19 year-olds living in urban areas who are liberal, activist-minded and already follow at least three brands.
COVERING THE BASES
Considering 42% of Gen Z inherently distrusts brands, the target audience will be most influenced by word-of-mouth.404
SCHEDULE 19
Team 295 recommends a blend of national and spot market, continuous and flighted media planning strategies. Implementing digital, traditional, public relations, experiential and ambush tactics, the campaign will successfully lead Defyners through each phase of the Tinder Brand Love Journey–from sus to stan. The media strategy is built to amplify love for Tinder, and increase downloads through social sharing and word of mouth. By the end of the campaign period, Defyners will stan Tinder.
EVALUATION 20 To showcase the success of the campaign, Team 295 recommends a robust evaluation plan. Below is an outline of campaign and media objectives with specific measurement recommendations and anticipated campaign results. Recommended evaluation is based on the universal audience of 18-19 year-olds.
OBJECTIVES
EVAL TECHNIQUES
CONSIDERATION Decrease the number of 18-19-year-olds who feel that Tinder is “not for them” from 61% to 51%
1 Measured on proprietary 1 Increase in positive Tinder long-term brand tracker
2 Utilize Hootsuite to measure social engagement
EXPECTED RESULTS sentiment
2 Increase social
engagement from 2.14% average to 3.14%
3 Field survey will show including a tracking survey 51% of 18-19 year-olds feel Tinder is “not for them” 3 Deploy field surveys,
PREFERENCE Increase daily average Tinder app opens among target audience users from four times a day to five times a day.
1 Measure daily app
1 Increase app opens of
2 Monitor the number of
2 Five million swipes
SENTIMENT Increase positive sentiment across social media platforms from 33% to 55%
1 Measure sentiment
1 Increase positive
2 Measure sentiment
2 Increase app store
3 Utilize Hootsuite to
3 Expected 11,666
opens using proprietary in-app data swipes during the week of Pass the Flame
through YouGov
through app store ratings using AppFollow track user-generated content with the hashtags #IgniteTheMatch and #PassTheFlame
Tinder to five daily
OBJECTIVES
EVAL TECHNIQUES
EXPECTED RESULTS
INCREASE USERS Increase new registrations or reactivations by 14%, 273,280 users
1 Measured by Tinder app
1 Increase new
EXPERIENTIAL Garner 47,266 new registrations or reactivations of Tinder branded experience attendees, or 70%
1 Tinder download app
1 Increase app
2 Track branded
2 Event attendance
MEDIA Drive 24% of 18-19 year-olds, 2,928,000 unique visits, to Tinder’s microsite
1 Measure web traffic to
1 2,928,000 unique
2 Measure download
2 Drive download
3 Measure clicks
3 Average of
among 18-19 y/o during the week of Pass the Flame sentiment from 17% to 22% rating from 3.8 to 4
UGC submissions throughout the campaign period
data of new registration or reactivations
data following each branded experience
experience attendees
ignite.tinder.com using Google Analytics conversion of microsite visitors
to microsite from programmatic ads
registrations or reactivations by 273,280
downloads by 47,266 after Matchbox drops and the Matchup at Tinder branded activations of 67,523 attendees
visits from 18-19 year-olds
conversion from the Ignite Site by 12% 834,894 clicks