2. BRANDBACKGROUND
Tinder is among world’s most popular dating sites that help users meet new people, boasting of 20 billion
matches up to date. Tinder was founded on 1st of September, 2012 and later launched in October by IAC, the
innovation sandbox of Hatch Labs. IAC is Tinder’s parent company that has the largest share of the Tinder
organization. Since launching in 2012, Tinder has grown to become one of the world’s most popular mobile dating
apps. According to the company’s website, Tinder has generated over 20 billion matches in total. Additionally,
across 196 countries, users swipe 1.6 billion times each day and schedule 1 million dates every week. For those
looking for love or to casually date, Tinder makes it easier than ever for singles to meet each other online.
3. HOWITWORKS
Tinder is a location-based dating app which allows users dating nearby people. Users
have to swipe on right or left on the profiles, (right swipe for a yes, and left swipe for a no)
and if both persons have right swiped each other’s profile, then it will be a match, and the
matched people can text each other in the app. This app has a freemium model and a
paid subscription as well, which are named as Tinder Plus and Tinder Gold.
4. USERINTERFACE:LOGIN
Tinder offers the consumer only
the login option at first. If your
credentials aren’t already in
their database you will proceed
to the registration flow.
Otherwise, you will log in to the
app. Pretty convenient. Tinder
gives you two ways to log in —
with Facebook or phone
number. You also have another
option — ’Log In With Email’.
7. USERINTERFACE: CREATINGYOURPROFILE
The match card design is pretty
simple — photo, name, age, one-
line description and/or distance
from you. Tinder limits the
number of information about the
person reducing the cognitive
load to make the first move.
When you tap the card you see
the next tutorial — how to
interact with the card.
12. OTHERCAMPAIGNS
- ‘Single, Not Sorry’:
‘Single is a Terrible Thing to Waste,’ an unapologetic
celebration of single culture and the important role
being single plays in people's lives. As the dating
app with what it claims is the largest and most
diverse platform, Tinder has a front-row seat to
what’s trending in dating culture. The campaign
breaks with a series of out-of-home and digital/social
ads, featuring hero women dating the way they want
to. The model woman is unapologetically single,
confident and taking on new experiences head-on,
embodying what single is today. The campaign
embraces several phrases around the concept,
including ‘Single Does What Single Wants,’ ‘Single
Never Has To Go Home Early,’ and ‘Single Is A
Terrible Thing To Waste.’
13.
14. - ‘’Adutlting can wait’:
In popular culture, the term
‘Adulting’ signifies behaving in a
way that is characteristic of a
stereotypical adult. The
campaign tries to address and
break down precisely these
stereotypes and the pressures to
conform to them, while taking a
light-hearted view of seeking out
and embracing the thrill of new
and unexplored experiences.
17. CONCEPT:
Tinder x Ananya: A-Z of Coitus
With the hookup culture blowing up amongst the millennials and Gen z, Tinder has become a global giant in the realm of online dating. It
allows strangers to connect from all over the world and has many hooked to the gratification one gets from getting ‘swiped right’. There has
been a remarkable increase in the number of casual relationships and online dating has penetrated even the Indian market. In a country
where talking about sex is a taboo topic, Tinder has reported 16 million daily swipes in India, and the highest average number of messages
exchanged per match globally. Thus it is imperative to sensitize the users to important topics like safe sex, consent, the LGBTQIA
community, and the ‘etiquette’ of online dating.
The campaign talks about sensitive topics like safe sex, consent, how to make online dating safer, it’ll create a forum to talk about sexual
orientations, sexual health, different kinds of birth control, gender identity, and STDs. We also bring to you a fun Pictionary card game that
can be played in parties or amongst friends to make the users aware of popular lingo and terms of sex-ed to get the conversation started.
Carry out the project:
- Post on social media about these topics
- Polls and quizzes on stories to know consumer awareness on these topics and increase this awareness.
- Posters
- Pop up ads on instagram
- Stickers
- AnanyaXtinder on the app.
18. STRATEGY:
Why will tinder colaborate with me for this campaign:
Tinder is opening up the younger generation to a culture that isn’t very talked about in the Indian society. Thus it is imperative to sensitize
the users to important topics like safe sex, consent, the LGBTQIA community, and the ‘etiquette’ of online dating. This campaign will help
tinder educate their users and improve the consumer experience by actively engaging with them via the app and social media.
Why tinder? What will I get from the collab?
I chose Tinder as a brand I’d like to Collaborate with because they engage with a very technologically involved generation
that is also on social media. It’ll be one of the quickest ways to make people aware of me work.
21. GENDERUNICORN:
Taking inspiration from the gender
unicorn made by the TSER tinder
explains to the users the concept of
sex, gender, sexual attraction and
emotional attraction.
22. PRIDE:
We are assuming that the ‘campaign’
is to be launched in June i.e pride
month. Thus I came up with a number
of pride related posts explaining
people the different sexualities that
exist. The colour scheme of each
sexuality is from their flag.
23. CONTRACEPTION:
A fun and interesting way to make
people aware of the different kinds of
contraceptions they can use to
prevent pregnancies and STDs
24. ONLINEDATING
DO’SANDDONT’S:
With the hookup culture blowing up, there
has been an increase in online dating. Its
important to make the users aware of the
do’s and don’ts of online dating.
25. CONSENT:
Consent and what it really means has
been an important topic of discussion
amgonst the masses. Through these
posts we introduce the concept and its
elements to the users.
26. STDS:
With an increase in casual
relationships and hookups there has
also been an increase in the rate of
STDs. Most Indian’s aren’t aware of
the most common STDs, transmission
and symptoms.
28. INSTAGRAMFEED:
The Instagram feed of tinder x Ananya
follows a grid with content in the
centre and the banners on the left and
the right side. There are highlights
about stds, Consent and pride
29. A special series of pride posts
for the pride month.
A special series of posts
about the different kinds of
contraceptions available
and their effectiveness.
33. INSTAGRAM
BINGO:
The Instagram will also
feature popular Instagram
trends like a sexual health
Bingo and an online dating
Bingo to engage with the
users.
34. CARDGAME:
The collaboration also
features a card pictionary
game named after the
collar ‘A-Z of coitus’. This
can be played at parties. It
contains common sex
slangs from A-Z. The
player will have to make
the other participants
guess the slang on the
card by playing Pictionary
35.
36. TINDERAPP:
We introduce the
campaign on the Tinder
app. The users will get a
template with randomised
questions and if they
answer to correctly they’ll
get a free rewind or
spearlike (paid features)
37. T-shirts prints used in the
campaign. These can be
bought by the users and
also worn by the Tinder
team while doing
Instagram lives with the
users to interact and make
them more aware about
the topics we are covering
in the campaign
T-SHIRTS:
