Tinder

Swipe Stories

After a couple of years of Tinder being in India, it had a problem. People in general perceived the app as a hookup app. Tinder needed an image makeover. 

The campaign turned public perception on its head, presenting the app as a place where people "Start Something Epic". It showcased real stories of couples that met on Tinder, and how they matched as friends first, then the rest.

The campaign triggered the #SwipeStories platform, with thousands of Tinder users sharing stories of their matches, resulting in more content.