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.
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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