To promote its latest Share My Date app feature, which lets users share their date plans directly with family and friends, Tinder, in collaboration with creative agency Akcelo and creator agency Amplify, has launched a local influencer campaign.
By engaging Australian TikTok creators such as Latisha, Kat Clark, and Sasha Morpeth, the initiative aims to leverage the popular #GirlTok trend to generate awareness for the feature.
The campaign will also roll out in paid placements across TikTok, Meta, Snapchat, YouTube and Spotify, plus sponsorship of Abbie Chatfield’s It’s A Lot podcast.
@sashamorpeth Keep your girls in the loop, with Tinder’s new Share My Date feature #ShareMyDate #TinderPartner @Tinder ‘Straya ♬ original sound – Sasha Morpeth
“To launch the Share My Date campaign in Australia, we wanted to keep Tinder front of mind for our #GirlTok lovers by weaving ourselves into the content they already know, love and relate to,” said Tinder country director Kristen Hardeman.
According to a Tinder report from 2023, half of singles (51%) under 30 let their friends know the details of their dates, and according to in-app polling data, one in five Tinder users (18%) share their date plans with their mum.
@katclark Love that my daughter feels comfortable enough to tell me who she’s dating and now it’s even easier to share with @Tinder ‘Straya new feature Share My Date #ShareMyDate #TinderPartner #dating ♬ original sound – Kat Clark
“Discussing plans with friends and family is a time-honoured dating ritual. Share My Date streamlines this info-sharing so singles can jump right to the exciting part, from figuring out what to wear to prepping conversation topics,” she said.
Hardeman said the launch of new features was part of Tinder’s ongoing goal to “create a fun, safe, and respectful experience.”
Earlier this month, Bumble, the women-first dating app, unveiled a brand identity overhaul, including a new app identity, to herald in its second decade, promising a new era of better dating for women. The campaign and app refresh were both led by Bumble’s in-house creative studio.
Part of the rebrand was an expansion of the app’s Make The First Move functionality with the launch of Opening Moves – an option for users to set a question that their matches can respond to.
One of the OOH billboards associated with the rebrand that read ‘a vow of celibacy is not the answer’ received major backlash. The brand issued on an apology on 14 May via its Instagram, stating: “Our ads referencing celibacy were an attempt to lean into a community frustrated by modern dating, and instead of bringing joy and humour, we unintentionally did the opposite.”
The ad has subsequently been removed.
See also: Bumble rebrand the first step to make dating better for women: APAC’s Lucille McCart
Credits:
Marketing and Communications: Tinder
Brand, influencer and creative strategy: Amplify
Creative: Akcelo
Media: Alley
PR: alt/shift/