CLIENT
Tinder
Melissa Hobley, Chief Marketing Officer
Stephanie Danzi, SVP, Global Head of Marketing
Rodrigo Fontes, VP Global Marketing
Perry Howell, Global Brand Director
Melenie Becerra, Integrated Marketing Coordinator
Rachel Lewis, Director, Global Media
Kyle Fagan, Media Manager, North America
AGENCY
Mischief @ No Fixed Address *Lead Agency
Greg Hahn, Co-Founder and CCO
Kerry McKibbin, Partner & President
Bianca Guimaraes, Partner & Executive Creative Director
Kevin Mulroy, Partner & Executive Creative Director
Jeff McCrory, Partner & Head of Strategy
Edward Gunn, EVP Strategy
Eleanor Rask, Associate Creative Director
Trevor Joplin, Associate Creative Director
Sabrina Saccente, Designer
Will Dempster, EVP Head of Production
Coleman Sweeney, Senior Producer
Brittany Dow, Strategic Director
Tyler Harris, Managing Director
Taylor Jerome, Account Director
Madeleine Vonderhaar, Senior Account Executive
Oliver McAteer, Partner & Head of Development
SUMMARY
For female youth, Tinder had come to represent one thing. Hookups. It was too narrow, too transactional, and had Gen-Z women leaving Tinder in droves. We found Gen-Z were open to one-night stands, but needed the hope that it could lead to more. The It Starts With a Swipe campaign flipped Tinders narrative. Using a combination of humor, a bold visual identity, to acknowledge and reframe Tinder’s negative perceptions into hopefulness. This new positioning instantly returned the company to positive growth, and Tinder overtook Hinge in brand preference.
