On Strategy Showcase: The Story Behind Tinder's "It Starts with a Swipe"

Host: Fergus O’Carroll
Guests:

• Stephanie Danzi – SVP, Head of Global Marketing at Tinder, Los Angeles
• Ed Gunn – EVP Strategy at Mischief USA, New York City
  Release Date: January 26, 2025

Introduction

In this episode of On Strategy Showcase, host Fergus O’Carroll delves into the strategic evolution of Tinder’s iconic campaign, "It Starts with a Swipe." Joining Fergus are Stephanie Danzi, Tinder’s Senior Vice President and Head of Global Marketing, and Ed Gunn, Executive Vice President of Strategy at Mischief USA. Together, they explore the challenges Tinder faced in shifting its brand perception from solely facilitating hookups to fostering meaningful relationships.

The Shifting Landscape of Dating Apps

Timestamp [04:48]
Ed Gunn opens the discussion by highlighting the substantial transformation in the online dating industry over the past decade. He remarks:

“An enormous shift. Online dating used to feel like a place for losers to meet other losers. Then Tinder disrupted the space, making it fun and sexy, almost taboo. Subsequently, apps like Hinge and Bumble carved out niches—Hinge promoting itself as a platform to find long-term relationships, and Bumble empowering women to make the first move."

This diversification led to Tinder being perceived primarily as a hookup app, necessitating a strategic pivot to redefine its brand image.

Identifying the Perception Problem

Timestamp [06:49]
Stephanie Danzi addresses the perception challenges Tinder encountered:

“Tinder has always been a lightning rod. As a disruptive innovation, it attracts a lot of flak, especially around young people and sex. There’s always sensationalism, but the reality is that bad behavior in dating has always existed, not just on Tinder.”

She emphasizes that while Tinder was thriving during the COVID-19 pandemic due to increased digital connections, the post-pandemic era brought a backlash against digital interactions, affecting user perceptions.

Developing a New Positioning Strategy

Timestamp [08:33]
Ed Gunn explains the initial approach when partnering with Tinder:

“Tinder didn’t have a product problem, but a perception problem. We aimed to create a global positioning that resonates with Gen Z's understanding of love, finding a balance between fixed global themes and local cultural nuances.”

The goal was to establish a clear and relatable brand positioning that acknowledged the hookup stigma while highlighting the potential for meaningful relationships.

Creative Campaigns: From "Rom Com" to "It's Great to Be Wrong"

Timestamp [10:21]
Stephanie discusses the creative direction taken to reshape Tinder’s image:

“Our 'Rom Com' campaign was inspired by the serendipitous nature of relationships starting on Tinder, similar to those in romantic comedies. We used real DMs and imperfect, funny scenarios to portray Tinder as a platform where anything can happen—from one-night stands to lifelong partnerships.”

One notable campaign, "Rom Com," featured relatable scenarios where couples met through Tinder, blending humor with the romantic possibility of digital connections.

Timestamp [20:00]
Ed Gunn elaborates on the subsequent campaign efforts to solidify the new positioning:

“With 'It's great to be wrong about Tinder,' we emphasized that while people might underestimate Tinder’s potential, every three seconds a new relationship begins on the platform. This reinforced the idea that Tinder isn't just for fleeting encounters but also for lasting connections.”

The accompanying commercials showcased everyday moments enhanced by Tinder, such as meeting in an art class or a bookstore, each culminating in the affirmation that meaningful relationships often start with a simple swipe.

Global Consistency with Local Adaptations

Timestamp [34:39]
Stephanie outlines the balance between maintaining a consistent global message and allowing local markets to tailor campaigns:

“'It Starts with a Swipe' is broad enough to allow for local flair. For example, our Europe team is running a campaign with a famous German DJ couple who met on Tinder. This approach ensures global consistency while respecting cultural differences.”

This strategy enabled Tinder to maintain a unified brand message worldwide while addressing specific regional preferences and narratives.

Challenges and Strategic Insights

Timestamp [35:06]
Stephanie shares key lessons from Tinder’s brand repositioning:

1. Meet Your Audience Where They Are:

   “Your brand is how your audience experiences it, not how you describe it internally. Acknowledge their reality, even if it’s negative.”

2. Bridge to the Desired Perception:

   “After acknowledging current perceptions, seamlessly transition to the new brand narrative that resonates with the audience’s aspirations.”

3. Commit to the Change:

   “Be bold and give your strategic shift the necessary time and resources to succeed. Consistency and perseverance are crucial.”

Ed Gunn adds his perspective, emphasizing the importance of staying true to the brand’s unique attributes and not succumbing to trends that don’t align with the core brand identity.

Impact and Success Metrics

Timestamp [43:50]
Stephanie discusses the tangible outcomes of the rebranding efforts:

“We observed a significant decline in Tinder being viewed solely as a hookup app, aligning with our key objective. Revenue growth continues, particularly among young women, indicating improved brand perception and user engagement.”

Additionally, the campaign achieved cultural penetration, with Tinder’s tagline appearing on shows like Jeopardy, demonstrating its integration into mainstream conversations.

Timestamp [45:29]
Ed Gunn highlights the cultural impact:

“We were even featured on Jeopardy! as the brand behind the tagline 'It starts with a swipe.' This kind of cultural recognition is a testament to the campaign’s success in reshaping Tinder’s image.”

Conclusion and Final Thoughts

Fergus wraps up the conversation by thanking Stephanie and Ed for sharing their insights into Tinder’s strategic transformation. The episode underscores the importance of understanding and addressing brand perception, leveraging creative storytelling, and maintaining consistency while allowing for local resonance.

Notable Quotes

• Stephanie Danzi [02:20]:
  “Every relationship starts with a hookup. It’s casual until it isn’t.”

• Ed Gunn [08:33]:
  “Find something fixed but flexible, something engaging, something that is uniquely Tinder.”

• Stephanie Danzi [13:21]:
  “We acknowledge that hookups happen on Tinder, but they can lead to all these amazing types of relationships. Whether it’s one night or forever, they’re all valid and interesting.”

• Ed Gunn [35:06]:
  “You can switch your greatest weakness into a strength by interrogating it and seeing if it's possible.”

Key Takeaways

• Addressing Perception: Recognizing and directly addressing negative perceptions can pave the way for effective rebranding.

• Creative Storytelling: Utilizing relatable and humorous narratives can humanize a brand and highlight its positive aspects.

• Global Strategy: Balancing a consistent global message with localized adaptations enhances the brand’s relevance across different markets.

• Measuring Success: Combining direct business metrics with brand perception studies offers a comprehensive view of campaign effectiveness.

This episode serves as a valuable case study for marketers aiming to evolve their brand’s reputation, demonstrating the power of strategic creativity and audience-centric approaches in achieving meaningful brand transformation.