Tinder Names VCCP Social Club as its UK Social Agency of Record

VCCP Social Club, the global social specialist arm of VCCP Group, has been appointed as Tinder’s UK agency of record for social media and influencer marketing. The appointment follows a competitive pitch process run by Ingenuity+.

VCCP Social Club will lead Tinder’s creator-led social campaigns, influencer partnerships, community management, and ongoing social strategy in the UK. The agency’s remit includes developing conversation-driving content that reflects modern dating realities and strengthens cultural relevance, particularly among Gen Z audiences.

VCCP Social Club operates as a global collective of more than 80 social specialists within the VCCP network. Its mission centers on helping brands achieve standout visibility and relevance in a crowded social landscape through creator-led content, strategic community engagement, and culturally resonant campaigns.

Tinder, the world’s most downloaded dating app with over 630 million lifetime downloads and 100 billion matches globally, serves around 50 million monthly active users across 190 countries and more than 45 languages. In the UK, the brand aims to build on its category leadership by deepening engagement through authentic, culturally attuned social storytelling.

Joanna Pons, Senior Marketing Director at Tinder, commented: “Tinder lives and breathes in the cultural conversation, so we needed a partner that could move at the speed of social while deeply understanding the nuances of the UK dating landscape. VCCP Social Club stood out for their creator-first mindset and their ability to turn strategic insights into native, highly-engaging content. We are excited to work with a team that shares our ambition to challenge the status quo and find new, meaningful ways to connect with our community.”

Julian Douglas, Group CEO of VCCP, added: “For Tinder, social isn’t support media. It’s where the brand is built and where growth happens. VCCP Social Club exists for brands like this—culturally visible, commercially ambitious, and unwilling to play safe in feed.”