New year, new hookup. As people set resolutions, some with a fresh approach to romance, the first Sunday in January is the busiest day of the year in online dating—known as Dating Sunday. On Tinder alone, the number of messages sent across the app surges by 22%, while likes increase by 18%.
Dating Sunday (falling on Jan. 7 this year) is also a major marketing moment for platforms like Tinder, with Match Group chief dating expert Rachel DeAlto once calling it the “Super Bowl of dating apps.” For the first time in the U.S., Tinder is launching advertising that coincides with Dating Sunday: the third installment of its global campaign “It Starts With a Swipe.”
“It’s our biggest day of the year,” Stephanie Danzi, Tinder’s svp of global marketing, told Adweek.
The latest iteration of “It Starts With a Swipe,” created by agency Mischief @ No Fixed Address, continues to court Gen Z while challenging stigmas around the largest dating app. It will roll out across CTV and out-of-home sites in the U.S., Mexico, Germany, Brazil and Thailand.
With bold and playful art direction, Tinder’s ads depict the nuances of modern datingTinder, Mischief @ No Fixed Address
However, the new creative has a bigger focus on the fluidity of relationships among Gen Z, who make up the majority of Tinder’s users.
“Gen Z has been increasingly fluid in their approach to relationships, [a trend] that has accelerated especially in the past year. This generation doesn’t necessarily believe in marriage, but they’re open to the journey and whoever they might meet,” Danzi said. “The scenarios [in the ads] are around feelings and emotional states, rather than relationship outcomes.”
For example, one outdoor ad has the tagline, “That warm and fuzzy feeling.”
Tinder’s ads capture feelings rather than relationship outcomesTinder, Mischief @ No Fixed Address
