Tinder Paid Social

Goal: Connect with Gen Z women and drive app downloads.
Results: Achieved a 20% increase in user downloads through targeted paid social campaigns.

As part of a paid social strategy for Tinder, I led efforts to increase app downloads and engagement by tapping into relatable Gen Z moments, the realities of online dating, and the desire for IRL meet-cutes. With Gen Z increasingly uninterested in dating apps, it was a challenge to motivate them to download Tinder. Through creative content on TikTok, Instagram, and Snapchat, we saw a 20% increase in app downloads. Key content elements included influencer collaborations, the fantasy of meet-cutes, social-forward trends, memes, and humor. The success was measurable not only in downloads but also in social interactions and brand affinity, proving that romance can indeed happen every day with Tinder.