Tinder Uni
2022 saw record numbers of students starting uni. So, Tinder made a feature to help them safely date in their new homes, letting them exclusively swipe on their fellow students.
The only problem is, no one knew about it.
We brought Tinder into 2022, creating a new and modern AD that felt a little less boomer hook-up, and a bit more Gen Z . Copy was hyper-localised for gyms, cinemas, train stations, the queue for Warehouse Project, and even their student halls (anywhere we could find students, essentially). Plus social and in-app for good measure.
And we struck gold – a huge 36,000 students signed up to Tinder Uni after our campaign – 30% more than the US launch equivalent. We saw unprecedented sign ups in Manchester, where we localised our OOH comms. And in-app activity drove an enormous 28.3% engagement, compared to a benchmark of 5-6%.
