Turning 18 offers endless first-time opportunities. Experiences such as moving away from home, starting college or work, and forming new connections define the target, the First-Timers. They feel pressure to do it right because these are supposed to be the “best years of their lives.” As they enter this new era, First-Timers are open to the vast possibilities all around them, except on Tinder. Most believe Tinder is only for hookups and refuse to download it. Some find humor and validation on the app but fall short of brand love. First-Timers do not believe Tinder’s overarching brand objective, “On Tinder, you jump into a dating world where anything is possible.” Although the target initially seemed skeptical, longitudinal studies and face-reading technology revealed that an underlying appreciation for Tinder’s possibilities keeps users swiping. Many users are stuck in a cycle of swiping, hiding, and deleting the app, but the unwavering sense of “what if” always brings them back.

To increase brand love and drive growth, Tinder must unlock the target’s latent belief in possibilities. Leveraging the unique functional benefits will convince First-Timers that Tinder is anti-curation, low-stakes, vast, and diverse. The Open to It campaign (Aug.–Dec. 2021) will establish Tinder as the unrivaled Possibility Platform. This full-funnel, multi-touchpoint campaign will take a digital-first approach. It will begin by building awareness of the possibilities on Tinder to drive registrations and reactivations among the target. Then, the campaign will oer unforgettable experiences to build brand love, encouraging First-Timers to be open to Tinder’s possibilities. By the end of the campaign, the target will see how Tinder supports their generation by opening endless possibilities. Whether they Swipe Right™ on a perfect stranger, a new adventure, or an unforgettable story, First-Timers will be Open to It.