A short summary of what happens in the films.
A young lady swipes with eligible dates. As they swipe across dates, they experience endless possibilities with different partners to dial up the fluidity in dating. The film showcases how daters these days are embracing their authentic selves to seek the connection they want, at their own terms.
Set to a killer track, the film depicts a snapshot of where the young are as individuals when it comes to dating. We see relationships and romance unfold through a series of experiences putting the joy back into dating.
Background
Context
Challenge
Task
Context: The world of dating apps has seen a fatigue over the past few years. Tinder is the OG of dating apps. But over the past few years, the category has seen many new players entering and their communication has focused on looking at what happens after you meet the perfect match. Within this sea of sameness in the dating app universe, Tinder wanted to strongly carve a niche for itself by capturing the thrill of dating itself.
Challenge: The paradox of choice in dating led to the youth feeling jaded about the idea of dating. How do we bring back excitement in dating?
Task: To bring back the joy in dating, and position the OG of dating as the preferred dating app in the category
The cultural insight that inspired the work
The most important things in life are the connections we make with others. Tinder champions the thought of keeping the magic in human connections alive.
When Tinder launched the concept was novel built on the premise that ‘despite being more connected than ever we feel isolated’ and we make our lives richer, more interesting by meeting someone new be it dates, hookups, hiking buddies, or even a conversation.
As time passed, a decade later we started seeing a dip in the consideration.
Four critical shifts were responsible for the dip
- Multiple choices led to swipe fatigue stealing the thrill of swiping from users
- A time-strapped generation had the power to choose how they spend their time meaningfully, leading to fewer swipes over wasteful dates.
- What comes easy loses its value, getting dates on your fingertips became easy making dating not a big deal anymore.
- Societal-gendered expectations and pressures are taking away the joy of dating
As the leader and OG of dating Tinder had to revive dating and bring back the desirability of dating into what is our core.
Describe the strategy
• Data gathering
• Target audience (consumer demographic / individuals/organizations)
• Approach
Tinder believed that dating should not be a CHORE.
In-depth research with the youth and several youth studies later we knew that our best help is to enable people to navigate the difficulties of making new connections by creating experiences that are fun and devoid of judgement. Pure enjoyment in dating gives people a reason to join, use and stay.
The top three things 18-25 year old singles are looking for right now are companionship,
- friendship or a situationship.
- 84% of Tinder members said they’re hopeful and optimistic when it comes to dating and relationships, showing an openness to possibilities that come from making new connections.
- Whether it’s a conversation, a date, a hiking buddy, a tour guide in a new city or something longer-lasting, our connections make our lives richer and more interesting.
A date is an amazing thing. With a date comes not only a connection but also comes butterflies, excitement, curiosity and adrenaline. And we wanted to revive a dating insight relevant the most today.
When you are ready to give dating a go, serendipity happens.
Hence Tinder’s POV = “Give serendipity a chance”
Describe the creative idea
The insight gave us the campaign idea – “You Up?”
With a goal to bring more spontaneity into people’s lives and to open up a whole new world of possibilities with others, Tinder released its brand campaign ‘You Up’, which celebrates the endless possibilities of moments and experiences on the app.
Dancing to the tune of a 90s hit, ‘You Up’ follows a young female singleton who is in charge and chooses a variety of first date experiences without worrying about the outcome - whether it’s a fun karaoke night, a long drive, or just meeting someone over coffee. By putting herself out there and being open to possibilities, she is able to explore her individuality with the endless new experiences that await at every turn with Tinder.
Objective of the creative: As the largest and most diverse platform, Tinder is best positioned to break down barriers and to champion a welcoming and inclusive experience for everyone. Tinder is a fun, inclusive, playful place where meeting new people will unlock the adventure of a lifetime and open up a new world.
Describe the execution
• Implementation
• Timeline
• Placement
• Scale
The film was released on 20th December 2022, across YouTube, Instagram, and X. The campaign illustrates the endless possibilities that Tinder delivers and reflects Gen Z's desire to express and connect on the issues that matter to them most, with 63% of Tinder members wanting to connect with someone that aligns with their values. The film follows a female protagonist who’s not afraid to navigate through diverse experiences and puts herself out there for all the experiences that come her way, whether it be a fun karaoke night, a long drive, or just meeting someone over dinner. By being open to possibilities, she is able to explore her individuality with endless new adventures that await at every turn with Tinder.
Describe the results/impact
The film, released on 20th December 2022, garnered over 50 million views across YouTube, Instagram, and OTT platforms.
Over 16K likes only the one post of the ad film.
It received 10m+ views on YouTube
Sources:
Client data,
A study of 4,000 18-25 year old actively dating singles conducted in the US (1000), UK (1000), Australia (1000) and Canada (1000) during the period 21st Jan 2023 to 7th Feb 2023 conducted by OnePoll on behalf of Tinder
Tinder In app Survey among Tinder users aged 18-24 in UK, US, AU. Data was collected between 10/18/22 – 10/28/22.
