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GOAL

TO GIVE COLLEGE STUDENTS A POSITIVE EXPERIENCE WITH THE TINDER BRAND.
 

Strategies

Digital: Supporting New Products And Features

To support the launch of Tinder Social, Her Campus produced custom native content to live on HerCampus.com which was amplified via email, social and display media. This custom content educated consumers on the benefits and new features of the app in a fun and entertaining way that resonated with the Her Campus audience. Helping to dispel the notion that Tinder is “just a dating app”, the custom content drove home the idea that Tinder is in fact the best place to start any kind of relationship… romantic or otherwise!

On-Campus: Bringing Tinder (Back) To College

Tinder started on college campuses in 2012. To help Tinder invigorate their college marketing strategy, and give students a positive experience with the brand, Her Campus developed a custom marketing program that activated around Her Campus Tour 2016. With life-size “It’s a Match!" branded profile cards, branded corn hole games, life-size branded Jenga games and date-night giveaways, Tinder created a one-of-a-kind, buzzworthy atmosphere that drew in crowds and helped make their way back into the hearts of college students across the country.

Experiential: Uncovering What’s Trending

Through a branded activation at Her Conference, Tinder showcased its signature swiping technology by setting up polling booths to capture data trends across a variety of verticals most important to inspired college women such as fashion, health/wellness, politics and entertainment. Attendees took the pop culture polls by swiping through questions on tablets hung on a wall of red roses, not only garnering maximum attention for Tinder, but creating one of the most popular photo opps and shareable moments at the Conference.