Every generation speaks differently. This often leads to misunderstandings, especially when it comes to love, sex and dating. To break down barriers and promote dialogue between parents and their kids, Tinder is stepping in as a mediator with the Tinder Dating Glossary.
We are responsible for the entire project, from research and design concept to the accompanying survey. To ensure relevance, we identify media-relevant pain points, prepare editorial hooks and disseminate the content in a targeted manner via press releases, seedings and Tinder live events. In this way, we make a complex topic entertaining, accessible and media-effective.
We spearheaded the end-to-end execution of the project, from deep-dive cultural research and design conceptualization to the management of a comprehensive supporting survey. To ensure maximum relevance, we identified high-impact media "pain points" and transformed them into compelling editorial narratives. These insights were strategically disseminated through targeted press releases, seedings, and Live events. By translating complex modern dating trends into an entertaining and accessible format, we made the brand a central figure in a viral cultural conversation.
The campaign secured 23 consistently positive features with a total reach of nearly 374 million. A standout highlight was an in-depth TV segment on RTL Punkt 12, showcasing the Tinder Dating Glossary as a definitive guide for modern communication.
The glossary and all associated assets remain available here as high-value digital downloads, continuing to serve as a resource for curious minds.
