Tinder: Making dating a team sport

COMMS STRATEGY, media + influencer relations, Strategic partnerships

JEC is Canadian AOR, in partnership with Chimera Collective

objective:

After years of stealing phones to swipe for pals, Tinder launched Matchmaker, the ultimate way for potential matches to pass the friend test. It allows friends and family to send Swipes on your potential matches asynchronously with a Tinder Matchmaker link, making dating more of a team sport. Along with the Chimera Collective team, I was tasked with  tapping into local spokespeople who would bring the experience to life, bring mass awareness to the new feature, and connect the idea of matchmaking with relevant pop-culture.

Execution:

We built out a strategy that revolved around a partnership with The Beaches, a popular rock band whose second album “Blame My Ex” was released in September 2023 and pays homage to their famously-single status. We had them use the feature across tour and integrated them into in-app NDCs, social content, and media relations opps, as well as a consumer contest. We then extended our reach by giving pre-launch access to the feature to high-profile (and single!) media friendlies, securing coverage before going wide with a press release and targeted outreach across verticals; and partnering with two notable creators to develop authentic, message-driven content around the launch.

Outcome: 

This creative storytelling blew KPIs out of the water, and tied Tinder back into cultural consciousness.