Tinder Launches “It Starts With a Swipe” Campaign

Tinder has launched a global campaign called “It Starts With a Swipe” in order to highlight the vibrant possibilities available on a dating journey. It looks to redefine Tinder and show that it’s possible to find long-term relationships on the platform.

Tinder writes that the “campaign aims to challenge everything people have thought about Tinder, including hook-up perception.”

It shares recent data that shows long-term relationships are the most common relationship type that users are looking for. 31% of Gen Z members are looking for a long term relationship, it added.

The campaign’s images represent different types of relationships and the different milestones that a couple encounter along their journey together.

For example, messages include  “Realizing You’re Not Dead Inside”, representing how meeting the right person can make someone feel alive. Another message is  “A Toothbrush At Their Place”, an experience that represents a relationship becoming more serious, and something many couples can relate to.

“Tinder daters have changed the state-of-the-date by tossing out traditional views and are embracing unconventional experiences and a whole new vocabulary and we are excited to be able to reflect their reality through a vibrant and lush imagery in our campaign”, said Melissa Hobley, Tinder’s Global Chief Marketing Officer.

“We were inspired by this new generation and how uniquely they look at themselves and their dating lives”, she explained.

Image from the Tinder website.

Global Dating Insights is part of the Industry Insights Group. Registered in the UK. Company No: 14395769