Cannes Lions

Rescue Matches

MISCHIEF @ NO FIXED ADDRESS, New York / TINDER / 2023

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Case Film
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Overview

Entries

Credits

Overview

Background

For years Tinder was being depositioned by its competitors.

We needed to do something that would endear us with Gen-Z—our target audience.

They’re more likely to be on dating apps, but worryingly, also more likely to see Tinder as an app only for hookups.

But Tinder isn’t only for hookups. At its core it connects people who may never have met in other circumstances.

To drive this re-evaluation, we needed a campaign that gained huge earned media and showed the power of connecting on Tinder.

60% of people say they’re more likely to match with someone who has a dog in their dating profile picture.

But not everyone has a dog. And post-COVID, more dogs needed a home than ever.

So we hosted a photoshoot for Tinder users to take a picture with rescue dogs, then upload it to their profile, and made a website that digitally did the same.

Idea

Turns out, man's best friend is also his best wingman.

60% of people say they’re more likely to match with someone who has a dog in their dating profile picture.

But not everyone has a dog. And post-COVID, more dogs needed a home than ever.

So we invited Tinder users to take photos with adoptable dogs.

We hosted a free shoot in Los Angeles inviting Tinder users to take a profile picture with a shelter dog.

Each photo included the dog’s name and unique code to make adoption applications easy.

We also launched RescueMatches.com, so people could create photos with a shelter dog in any state, without going to the shelter.

The dater got more matches. And the dog was seen by thousands of potential adopters.

Both sides benefitted.

In helping a dog find a home, they could help you get a date.

Strategy

For years Tinder was being depositioned by its competitors.

We needed to do something that would endear us with Gen-Z, our target audience.

They’re more likely to be on dating apps, but worryingly, also more likely to see Tinder as an app only for hookups.

To drive this re-evaluation, we needed a campaign that gained huge earned media and showed the power of connecting on Tinder.

60% of people say they’re more likely to match with someone who has a dog in their dating profile picture.

But not everyone has a dog. And post-COVID, more dogs needed a home than ever.

So we hosted a photoshoot for Tinder users to take a picture with rescue dogs, then upload it to their profile, and made a website that digitally did the same.

Daters increased their chances in love. Dogs increased their chances of finding a home.

Execution

We hosted a free, multi-day photoshoot in Los Angeles inviting Tinder users to take a profile picture with a shelter dog.

Each photo included the dog’s name and unique code to make adoption applications easy.

To drive interest and participation for this event, we created in-app ads that ran within the Tinder platform along with social media videos, specifically targeted to people in the LA area.

We expanded our reach across the country by launching RescueMatches.com.

People created photos with a shelter dog located in their own state, without needing to go to the shelter.

They simply uploaded a photo of themselves and chose the dog in their region that they wanted to feature.

The site also allowed us to keep the campaign alive for weeks following our live event.

The daters got more matches. And the dogs were seen by thousands of potential adopters.

Outcome

1B+ earned media impressions

288+ stories published, including coverage on "The Tonight Show With Jimmy Fallon"

35 dogs were adopted (81% of dogs featured)

1,956,787 in-app impressions

1000+ people generated photos online at RescueMatches.com

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