ADAPTING THE BRAND CAMPAIGN TO WIN ON SOcIAL
Movers+Shakers translated Tinder’s “It Starts With A Swipe” TV campaign into a socially-native content series aimed at Gen Z women. We told the same story as the larger brand campaign, but with content that felt authentic on social. No matching luggage.
Brand sentiment spiked. Viewers were highly engaged, pushing organic views above expectations, and filling the comment sections with positivity and pleas for more!
BRAND CHALLENGE
After launching 3 new original films for CTV, Tinder tasked Movers+Shakers to further drive the campaign’s message through social. They wanted to avoid simply recutting the TV spots, instead seeking to reimagine the campaign through a social lens.
Tinder’s overarching goal for this campaign was to increase positive sentiment with Gen Z women.
CREATIVE SOLUTION
We told Tinder’s brand story of “endless possibilities" in a way that felt authentic on TikTok, Reels and Shorts. We gave influencers a ride home in exchange for sharing their first date story. We captured the excitement created by Tinder in a way that drew in social audiences, leaving them excited about the daters’ stories.
Driven by authentic, creator-led storytelling, #SwipeRide was a highly successful content series for Tinder. Posted across TikTok, Instagram, and YouTube, the campaign racked up a total of 12 million views and 237k engagements, along with comments such as “wait too short post another” and “tinder’s marketing team has been popping off lately.”
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