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Tinder is a mobile app that facilitates communication between users interested in chatting with each other. The app is commonly used as a dating app, and has branched out to provide more services, making it more than a generic social networking app.
THE PROJECT.
Target
The main objective was to promote the entry of Tinder on Instagram in Italy; all through an innovative launch campaign and the help of our best talent.
Strategy
We chose Martina Dell’Anna and Gaia Clerici as the talents for this activation, going to promote Tinder’s Instagram profile through structured activity on our Talent socials, and those of Tinder itself.
An interactive session was organized on the Tinder Italy profile, in which our talents exchanged messages with their fans in DMs, following the“Follow to match” idea devised by Tinder itself, recreating the idea at the heart of the app but on Instagram.
The whole activity was carried out and supported on Instagram, with 4 sets of stories, one hour-long live and 3 hours of media interaction in DMs.
RESULTS
The data we obtained at the end of the activity far exceeded our expectations at the Briefing stage, reaching in the aggregate between Martina and Gaia a total of 850 Thousand impressions on Instagram. The live shows were an incredible success, so much so that after Gaia Clerici’s IG stories, her Tinder profile was suspended due to too many people.
