Single, Not Sorry: Tinder’s Newest Brand Campaign

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Single, Not Sorry: Tinder’s Newest Brand Campaign

It has been just over six years since Tinder launched its online dating app. While some people use the app to look for their soulmate, others are searching for something a little less serious, creating a pretty diverse target market for the brand. The company’s challenge has been to cast a wide net to capture their audience. To tackle this, Tinder recently hired photographer Ryan McGinley to shoot pictures for their new brand campaign, “Single, Not Sorry”.

The campaign features young individuals who are unapologetically embracing their relationship status as something that is fun, exciting, and even important. It portrays singleness as something valuable and intentional rather than something bad. Specifically, the photo shoot captures images of women dating the way they choose to. Here are some of the products:

Each photo has a fun tagline to go with it, which points back to the message of positive singleness. The ads certainly have a fun, free, and sometimes humorous feel to them. If the campaign is successful, it will communicate that using Tinder is fun, free, and sometimes humorous as well.


3 Comments

Maya Cribbs

Maya Cribbs

October 15, 2018at 2:06 pm

As a perpetually single young female, I think this campaign is awesome! It is so easy to get bogged down in your singleness (especially if all your friends have partners like mine) but this campaign reminds me how much more freedom I do have being single. I think the fact that they are celebrating single females instead of prompting them to find love is a super unique approach at targeting.

Grace Fragakis

Grace Fragakis

October 15, 2018at 3:00 pm

This seems like a well-done campaign for TInder! At first, it seems counterproductive for a dating app to promote being single but by doing so, they’re encouraging people to enjoy themselves and use Tinder to get out there and have fun. The photos are very eye-catching and unique which factor into making the campaign successful!

Maggie Cummings

Maggie Cummings

October 15, 2018at 10:01 pm

I honestly was so confused the first time I saw this advertisement on social media, but now it makes more sense. As one of so many dating apps, its smart to make yourself stand out and Tinder has always done a good job with this. While I think the ads are fun, some of them are questionable… but I guess so is everything we do in our 20’s so they did a great job!

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