Spearheading Tinder’s growth and monetization in Spain

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As Tinder launched Plus, it’s paid subscription service, our agency found creative ways to spread the word in Spain.

As Tinder rocketed its growth throughout the US and became the number 1 downloaded dating app on the app store, they reached out to our marketing and PR teams to drive downloads in Spain. We activated the brand across an array of channels to deliver maximum impact .

“We approached everything with a top-down strategy; seeking thought leaders and influencers inside our communities whilst working with the press and throughout the streets of key cities across Spain. We managed to lock in some great PR and hosted fantastic events that indirectly drove downloads,” explained Ben Walker, Tinder Brand Manager for Spain.

By combining excellent press placements in both national newspapers and lifestyle magazines, we were about to remove the stigma around online dating and drive curious users to start meeting new people. We also build a team of influencers to push the various feature launches across this channels.

For the Super Like, we teased the fictitious launch of a superhero movie called “Behind the Star” and had influencers take photos of themselves around their cities asking the question “does anyone know anything about this film”. That saw their followers scrambling for answers before we finally revealed the film would not be released but was a new in-app and paid feature of Tinder.

An influencer teasing the launch of a fictitious movie for the Super Like feature of Tinder.