As a trailblazer in dating & culture, Tinder has started epic things for its users. But people didn’t have any motivation to do anything epic in 2020. So we found renewed use for a simple Twitter action to restore faith in new connections and truly rekindle the epic feeling of being together.
The shyest button on Twitter, the RT, was turned into everything people missed. Starting with Hugs. The simplest human expression of joy. Delivered through thousands of RTs, virtually helping our Twitter fam virtually cuddle, discover new people, and make Twitter effectively a new way to experience connection via Tinder. Tinder spent days 93–98 of the lockdown staRT-ing Something Epic round-the-clock, bringing back a little more of the old normal.

In just two days, the shyest button on Twitter got a new meaning when 8k people visited our profile looking for free hugs 404% follower growth in 4 days vs. rest of gloom June. 500%+ engagement rate vs. brand benchmarks on Twitter, all with ₹0 in spends.

This project is:
Client-commissioned

Agency
Dentsu Webchutney

Client URL
https://tinder.com/

My Role in This Project
I still remember it was Day One for us on the then newly-won Tinder account. Our first-ever post started garnering traction. As the creative lead on the account, I wanted to make sure we’re all hands on the deck. That’s when one jr. writer from my team spotted a tweet asking for an RT from us. We quickly huddled to discuss what we could do to make this reach its creative potential. From calling the client at midnight to being up till late to keep RTing, I and my team managed to see this through, with conversations and numbers unheard of for a Day 1 on a new account. We started off on the right foot, with an impromptu campaign that showcased our ability to turn social listening into creative excellence, all of this while working from our homes.