close
close

How Tinder Makes Inroads by Thinker Deeper on Representation at Cannes in Cairns, presented by Pinterest

Too often, when brands attach their names to movements like World Pride, they think the job is done once the project is complete. But if you really want to break through, brands need to think deeper.

Tinder’s panel titled ‘Tinder Paid For My Wedding – How Brand Can Show Up in a Big Way’ at Canne in Cairns revealed authentic marketing engagement with the LGBTQ+ community.

To discuss ways brands can do better and what needs to be addressed was; Kristen Hardeman, Tinder Australia country director; content creator ‘Alright Hey’/Matt Hey; Heaps Gay, Queer Agency and Summer Camp founder and consultant Kat Dapper and host Michelle Melky, the creative director of Amplify, sat down for an inspiring conversation.

The big Tinder wedding celebrated five years of marriage equality in Australia by giving two queer-identifying couples the wedding of their dreams.

“We felt like this was something that really needed to be celebrated,” Hardeman said.

“Then we thought, hey, we have quite a role to play here… So we decided to create a contest to find two queer couples who found love on Tinder and give them the most epic wedding.”

A series of Big Tinder Wedding ‘sizzle reels’ and mini-trailer content were rolled out across TikTok, YouTube, Nine Now, Vevo and Snapchat to direct audiences back to the longer YouTube series.

The key message behind the talk was not only to pump the tires on last year’s campaign, but also to highlight the ways in which marketers and brands are authentically engaging people from the queer community, as well as all minority groups can include their advertising.

“Fundamentally what brands need to do is spend time and resources figuring out what the issues are for LGBTQ+ communities,” Dapper said.

“The easiest way to do that is to engage the community, consult the community and listen to the community, find out what those issues are and basically create a great campaign like the Tinder Wedding.

“It was created in consultation with the community, it was activated during pride, but then it was live 365 days a year, so we were talking about the community all the time through social content.”

Content creator Matt Hey reinforced the message that brands need to do more than just tick the box.

“There’s a lot more work that I expect from the brands I personally work with,” he said.

“If you just hired a queer creator, fine, you can check that box, but we’re trying to go deeper now. We’re trying to solve the problem of being left out of campaigns or whatever it may have been.”

“Not only has Tinder checked the box by hiring me as a queer person to promote this online, it’s also helping real people in our community, real regular people. That’s why I was so excited to be a part of it, because it literally changed people’s lives. lives.”

Without naming names, Hey commented on his findings from World Pride in Sydney last year, when some brands engaged his services when the timing was right but have not been in touch since.

Maybe the reason is that they checked the box?

The campaign itself soared to new heights for Tinder at a time when dating apps are well established, Hardeman explained.

“Our KPIs at this point were very brand-centric,” she said.

“We wanted to change our brand preference and key brand perceptions.”

“As much great product innovation as you do, if your brand loses relevance, you’re kind of dead in the water.

“We saw some pretty incredible brand lift here. I think the best part was that yes, it resonated with the queer community in an incredible way, but it also resonated so well with mainstream Gen Z.

“The campaign achieved multiple objectives simultaneously: we had a 10-point increase in brand preference and a 20-point increase in brand perception changes. And then the engagement we got: we had some watch times on our episodes on YouTube with an average watch time of three minutes, which we haven’t seen before in this world where everything is moving towards short-form content.”

Reporting by Zach Havard.