Tinder: Tinder U College Social Influencers

Tinder, the world's leading lifestyle app for meeting new people, engaged YMC to build a national community of top student influencers to support the launch of Tinder U. Tinder wanted to re-engage with an influential audience of early brand adopters by launching a student-only feature that makes it easier to connect with those around you.

Situation YMC built a diverse and well-connected group of Tinder U influencers to ignite a national campaign. Influencers utilized social content and WOM to spark awareness among friends and followers about the Tinder U feature. YMC was tasked with helping to improve brand perception amongst 18–24 year olds by introducing Tinder and the Tinder U features to Gen-Z in an authentic and engaging way.

Solution

Build a national team of influential college students

Generate high-quality creative content showcasing how students use the app

Encourage peers to download the app and try the new Tinder U feature

Results

15%

Average engagement rate on influencer content

97M

Social media impressions generated through influencer posts

320K

Total Instagram engagements on influencer posts

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