About: Tinder is a renowned and popular dating app worldwide, revolutionizing the online dating scene with its innovative swipe feature. The platform enables people to meet and interact digitally, fostering connections that transcend geographical boundaries. Despite being a global player, Tinder's emphasis on localization and understanding local cultures forms the crux of their global marketing strategy.
Problem: As part of their global rebranding campaign, Tinder was faced with the challenge of understanding and adapting to the unique socio-cultural nuances of dating in Indonesia. Their primary concern was to understand how their app was used and perceived in Indonesia. They felt that influencers would support their rebranding efforts in Indonesia.
Solution: Our solution involved a comprehensive 3-month influencer marketing campaign that delved into the heart of the Indonesian market. By collaborating with locally popular mega influencers, we were able to gather authentic insights into the local dating culture and how users engaged with the Tinder app. The insights and market understanding gained from our campaign significantly assisted Tinder in aligning their global rebranding efforts with the expectations and preferences of their Indonesian users.