Problem: The brand faced negative sentiment and a reputation primarily as a hook-up app.

 

Solution: Tapped into Gen Z culture by adopting the language and tone of Gen Z women, shifting the narrative toward “crush culture” and genuine connections rather than casual encounters.

​

Results: The creative concepts resonated strongly with the target audience, leading Tinder to request the development of full “Tinder Crushes” campaign concepts and video content.​