Tinder
An NSAC Case Study.
Tinder asked us to generate brand love for them, and increase downloads and reactivations of their app. Both of these tasks were to be targeted to 18-19 'zoomers'.
We first tackled the most difficult task for any advertiser first- quantifying brand love and creating an actionable criteria for Tinder to follow to achieve their goal. We then used strategic, contextual and proactive targeted advertising in niche social networks to achieve our secondary objective.
With a budget of $10,000,000, we garnered over 1.4 billion impressions, 9 million downloads, and creative to generate an increase in brand love against a comparable criteria.
Let Gen-Z take the wheel when it comes to making decisions about relationships. They want to express themselves and their identity. Don't tell them what to do, instead, be the platform for them to do such.
My role as strategist and media planner tasked me with ensuring my media buys were aligned with the core strategy. Buy allocating the spend in areas that show have the best conversions for downloads, and in niche websites where we can plant the seed for Tinder's new core message: A World of Endless Possibilities.
By creating tailored content that spoke to visitors of niche websites, we gave Tinder the opportunity to become proactive in the future of the dating world, backed by in-depth primary research and supporting secondary articles.
I led research, strategy, and execution of portions of the campaign that related to brand love, competitive audits, and social media strategies, in addition to the media budget.
By creating tailored content that spoke to visitors of niche websites, we gave Tinder the opportunity to become proactive in the future of the dating world, backed by in-depth primary research and supporting secondary articles.
Not only was quantifying brand love the biggest challenge; but also committing to a Gen-Z target. We realized that as diverse as they are, Gen-Z is also fluid and shifts and moulds in regards to who they are; their identity. We were able to create a campaign to speak to all of them, with a porous, non-linear and cyclical consumer journey
.The Plansbook
Download
Team Members:
Advisors: Professors Oscar Chilabato, Gail McCarthy and Elizabeth Carey
Jen Hunter - Strategist, Media Planner, Copywriter
Abby LaMonica - Copywriter, Art Director
Taylor Harrison - Strategist, Researcher
Kimmy Wilkes - Strategist, Researcher
Shane Sukhlal- Strategist, Media Planner, Researcher
Bormey Meas - Researcher, Project Manager
Megan Gagne- Researcher
Marley Medina - Strategist
Ashley Tramonte - Strategist
Jax Fetzko - Researcher
Caity Cahill - Researcher
Sofia Felix - Art Direction and Production
Calvin Faria - Production and Technical Manager
Noah Fye - Art Direction and Copywriter
Abby Fish - Art Direction
Sarah Buchanan - Art Direction