THE PROBLEM:
Tinder was famous for being
just a hook-up app.
But there's more to it than that — it can work for all kinds of relationships. How do we tell that to the most critical audience: GenZ females?
just a hook-up app.
But there's more to it than that — it can work for all kinds of relationships. How do we tell that to the most critical audience: GenZ females?
STRATEGY:
Our research showed the audience was willing to use the app for more than just hookups, and they deeply engaged with content about love stories started on Tinder. Well, the biggest love story was about to drop: the new Bridget Jones movie.
IDEA:
The Bridget Jones Tinder Diaries.
We found a Gen-Z woman actually named Bridget Jones living in London and created a social experiment. Bridget (the real one) shared her real life dating experiences through a TikTok diary.
We found a Gen-Z woman actually named Bridget Jones living in London and created a social experiment. Bridget (the real one) shared her real life dating experiences through a TikTok diary.
Launch Film for PR
TikTok Series
Our launch film was followed by a series of self-shot TikTok diaries as Gen Z Bridget unpacked her dating journey on Tinder.
Our launch film was followed by a series of self-shot TikTok diaries as Gen Z Bridget unpacked her dating journey on Tinder.
PR Moment 1 - Launch
PR Moment 2 - Film Premiere
We sent our Gen Z Bridget to the Bridget Jones: Mad About the Boy premiere in a bunny outfit, a nod to the infamous tarts and vicars scene from the original movie.
We sent our Gen Z Bridget to the Bridget Jones: Mad About the Boy premiere in a bunny outfit, a nod to the infamous tarts and vicars scene from the original movie.
16M+
VIEWS
12X
MORE ENGAGEMENT
Than average Tinder conntent
GenZ
Engaged on social and PR
800M
MEDIA COVERAGE REACH
VIEWS
12X
MORE ENGAGEMENT
Than average Tinder conntent
GenZ
Engaged on social and PR
800M
MEDIA COVERAGE REACH