From bios to birth charts: How we helped Tinder tap into Gen Z’s astro obsession

The cosmos is calling the young target group! Zodiac signs have become the new ascendant of online dating. With Gemini, Libra, Taurus & Co. being mentioned more often in Tinder bios than ever before in 2022, this trend is a planetary opportunity for compelling PR storytelling.

Our Approach

To underline Tinder's flair for young interests, we strategically merged astrology, fine art, and dating culture. We collaborated with astrologer Danielle de Bouvier and artist The Scissorhands to produce twelve exclusive art collages and an in-depth guide to the zodiac signs' dating behavior. We then maximized visibility by distributing this content as bespoke astro swag to relevant media, complemented by exclusive launch events in Berlin, Hamburg, and Munich.

Outcome

• 12 high-quality astro art works 
• 10 publications with a total reach of over 41.2 million
• 47 journalists and 8 influencers attended the events, with whom contact was intensified for regular collaboration.

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