Tinder expands brand platform with new creative ads

Dating app Tinder has expanded its global brand platform, with new creatives under ‘It Starts With A Swipe’ campaign.

The campaign’s latest ads highlight the platform’s capability to help people find long-term relationships through colourful scenes.

It includes four new spots which focuses on diversity of Gen Z relationships.

The marketing push was created in partnership with creative agency Mischief @ No Fixed Address and will span connected TV and out-of-home OOH placements across several key markets globally.

Stephanie Danzi, senior vice president of global marketing at Tinder, said: “The work reflects the fluidity and diversity of Gen Z relationships because that’s what Tinder delivers: meaningful connections for all.”

The expansion comes ahead of Dating Sunday and is considered the busiest day of the year for online dating.

According to Tinder, activity on its app increases on the first Sunday after the new year, known as Dating Sunday, with likes sent increasing by 18 per cent and the number of messages sent increasing by 22 per cent.

Around six weeks leading up to Valentine’s Day, more than 2,263 photos are added to Tinder profiles every minute and more than 500 bios are edited per minute.

Tinder aims to boost engagement during this period with new creatives for its “It Starts With A Swipe” campaign.

The brand platform launched last year with the goal of giving people hope of finding relationships or connections.

This latest launch from Tinder follows other recent creative work, including a tie-up with ‘Mean Girls’ actor Jonathan Bennett to raise awareness about toxic behavior and online financial scams.