How Tinder reactivated its earliest users as they grew up
Tinder had a problem. The 18-24 year olds the brand initially targeted had grown up, and these now 25-34 year olds weren’t as willing to give Tinder another try - especially when Hinge, Bumble and others promised better results.
Context
While Tinder was very successful in its early years, in 2022 it found itself in a busy category, and with an audience problem. The 18-24 year olds the brand initially targeted had grown up, and these now 25-34 year olds weren’t as willing to give Tinder another try.
Objectives
- Increase the number of downloads and DAUs amongst 25-34 year olds
- Drive awareness for the new Explore feature
Strategy
Tinder's new Explore feature was the basis for the campaign strategy. It matched you based on interests rather than with a random person, which meant Tinder had to find an insight buried further in the dating process. They found that millennial women, as they grew up, developed a more liberating point of view about themselves as they dated: that their quirks, interests, and behaviours may not be for everyone.
Outcome
Tinder created slice-of-life vignettes focused on women who shared this point of view. The campaign drove app downloads 8%, with an ad recall increase of +9.66ppts, smashing historical benchmarks.