Tinder: Silver Match
Project Details
- ClientTinder
- Services
- Art Direction
- Campaign Strategy
- Copywriting
- Social Media
Redefining digital dating for the silver generation.
The Challenge
Tinder has long been synonymous with youth culture, inadvertently alienating the fastest-growing demographic of digital users: the 55+ market. This audience is tech-savvy and active, yet they feel invisible on platforms that prioritize fleeting trends over meaningful connection and shared vitality.
The Solution
We developed 'Silver Match,' a campaign that shifts the narrative from 'trying to look young' to 'celebrating the pace of life.' Instead of static portraits, we focused on motion—dancing, cycling, yoga—to symbolize that love isn't about slowing down; it's about finding someone who can keep up.
The Results
The campaign launched in three key urban markets, resulting in a 40% increase in sign-ups among users aged 55+. The 'Keep Your Love in Motion' tagline became a rallying cry, proving that the desire for connection has no expiration date.