Every generation redefines language, breathing new life into old idioms and enriching communication with contemporary flair. However, this evolution often creates a disconnect between parents and their children. To dissolve these barriers and spark an open intergenerational dialogue on love, sex, and dating, Tinder stepped in as a cultural mediator and educator with the launch of the Tinder Dating Glossary.
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.
