Tinder Rolls Out Major Marketing Campaign in South East Asia

Tinder has launched its first fully integrated marketing campaign in South East Asia, initially targeting users in Jakarta, Indonesia.

The dating app has already identified the region as a major growth driver. Parent company Match Group wants the continent as a whole to be responsible for 25% of total revenue by 2023.

Chasing success in this relatively untapped market, Tinder has been working on creating a relevant localised product. It is aiming to make being single more fun and exciting by connecting users with new and different people.

A newly-created Instagram account and a revived YouTube channel will publish a range of content and promotional material for singles in South East Asia.

The first marketing push uses the hashtag #CariJodohApaAja, which roughly translates to ‘Find A Match’. It encourages young adults to find a surfing, silent disco or ‘Carpool Karaoke’ partner using the app.

Marketing and business development manager of Tinder Indonesia Giuliano Octavianos said in a LinkedIn blog post: “We are trying to change the perception [of online dating] and [have added] a lot of South East Asia flavors. 

“There are so many things to come and to be unlocked [from] South East Asia piece, but [everything] starts from something! Thanks [to] all the team who [have] been working amazingly on this together!”

A Tinder Lite app is in production to further aid the Asian expansion. The smaller product will be used to target people in more rural areas with a slower internet connection.

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