THE PROBLEM
In 2021, Tinder had become a household name, claiming the #2 spot for Lifestyle apps on the App Store. However, the brand carried negative connotations, especially surrounding the dangers of online dating and hookup culture.
THE GOALS
Tinder needed to embrace and expand its reputation in order to build brand love and drive activations among a target audience known for an affinity for value-based brands. It needed to drive awareness and differentiation to bring itself to the forefront of the minds of Gen Z.
THE CAMPAIGN
During my senior year at Penn State University, I was selected by faculty members in the Bellisario College of Communications to lead the National Student Advertising Competition (NSAC) team, serving as a hybrid Account Director, Lead Strategist, and Creative Director. I had the opportunity to direct our final campaign from the research phase, to the strategic and creative execution, to the final presentation, in which I served as a team presenter.
Through extensive quantitative and qualitative research, my team developed the "Where Will Your Swipe Take You?" campaign, which capitalized on the benefits Tinder can provide its community. I was also responsible for the creation of the final presentation, developed on Adobe Premiere Pro, which received praise from the industry judges.
View some highlights from our campaign below:
View The Full Campaign Below:
