The nostalgia-steeped campaign by Tinder aims to showcase that meaningful connections can start on the app, inspired by romantic comedies, marking a shift from its hookup reputation.
The 'It Starts With a Swipe' campaign, credited with spiking revenue by 11% year over year, focused on redefining what a hookup could lead to, targeting young singles seeking genuine connections.
Tinder faced stiff competition and revenue decline before the successful campaign, highlighting the shift in strategy to position the app as a platform for hopeful connections and exploration.
The campaign sought to maintain Tinder's identity as a dating app while showing the potential for more profound relationships, amidst strong competition from platforms like Hinge and Bumble.
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