The Griffin Farley Search for Beautiful Minds in New York City is an advertising strategy and planning bootcamp program created and managed by BBH NY. I spent the weekend masterclass with 44 other aspiring planners from the US and beyond. My team and I created a strategy for Tinder. Unfortunately, we weren't chosen as finalists, but we learned so much from this experience and no one will be able to take that away from us!

2. Erik,
25

4. Objective
get 1% of existing Tinder users (~ 500,000) to
switch to TinderPlus in the next 6 months

5. Challenges
Freemium Culture: “I shouldn’t have to pay for all these services”
Awareness: “What’s TinderPlus?”

6. Who are we targeting?

7. “…Buffet Lovers”
• 18 - 30 year olds
• NY, LA, SF, ATL, CHI, ATX, MIA
• Focused on whatever it is that makes them happy
• Has Plan A. As well as plan B, C, D, E, F…
• Doesn’t want to be tied down to any thing or anyone
Because our target is very noncommittal, are incredibly busy, and have a whirlwind
of options available with just a swipe, they’ve realized it’s better to just find the right
person to go to the David Bowie exhibit with, then find the right person to watch
Jurassic Park. We call them…

8. “
There are people you can bond with on certain levels at different
times. Instead of wasting my life trying to find the ONE, I would
rather find a few that fulfilled me in different ways.
ABBY PIERSON, 20, CHICAGO

9. “This Ain’t a Disney Movie”
“Just as it was the norm in our mothers’ generation for most people to
marry once, it’s now just as common to not mate for life. Most of us will
have several significant relationships in our lifetimes—not just one.”
- Katherine Woodward Thomas
BRANDON BROADUS, 20, INDIANAPOLIS
The traditional viewpoint on love is dead. And for the most
part Buffet Lovers have accepted and are fine with this.

10. How does that translate
into online dating?

11. Sites like Match, eHarmony,
and OkCupid don’t work for
Buffet Lovers because they’re
asked to invest a lot of time
and commitment with
someone - Meals of Love
11

12. Buffet Lovers like Tinder
because instead of having to
sit down and enjoy a meal
with someone, they can
have - Snacks of Love
12

13. Marriage
Hookup
Culture
Marriage is too
intense for our
target. They
want to live their
life and see
what the world
has to offer
before they
commit
themselves to
someone.
But just
because they’re
looking for Mr.
Right Now,
doesn’t mean
they just want a
hookup. They
want to have a
real connection
with someone,
even if it lasts a
short while.Tinder has the opportunity to claim the space in
the middle. The space that encourages people to
view their dates as someone to learn a new
perspective on life from. So both parties make the
most of their time together.

14. “I don’t want anything serious, but I am looking
for the perfect person for the perfect occasion”
We’re not in the love matching market,
we’re in the moment market
VALENCIA LEWIS, 23, NEW YORK

15. People come and go, what last
forever are moments in time
Insight

16. Look at TinderPlus as a way to
experience life through others
Platform Idea

17. How do we bring this
to life?

18. “Make Your Moments Happen”

19. ADVENTURE TAKE BACK MISTAKES FREEDOM
Unlimited LikesRewindPassport

20. Thanks!