Increase brand love and positive sentiment for Tinder amongst students in order to increase registrations and usage.
We created an aspirational Student Brand Ambassador programme with one clear goal: allow students to interact with the Tinder brand in ways they didn’t expect.
Our Student Brand Ambassadors welcomed freshers to campus with the ‘If You Dare’ virtual reality tour challenging students to embrace their courageous side as they start on this new adventure. Followed by welcoming them to their new home and facilitating connections with fellow freshers with hall gift packs delivered to their door.
Tinder invited our Student Brand Ambassadors to the ‘Best Day Ever’ throughout the UK. Activities included gigs of a lifetime, a night in a treehouse and a hot air balloon ride over their university city. The Student Brand Ambassadors were tasked with sharing the most FOMO inducing stories and posts to their well connected social channels, resulting in authentic and genuine peer to peer content.
Supporting this was campus influencer engagement, key student event support and society sponsorships and funding allowed for strong penetration into hyper local student networks.
Strong improvements in brand love scores and NPS scores for Tinder as a direct result of the campaign.
The programme reached a third of all students in the UK over just one term.
Seed is working closely with Tinder on continued UK programming into 2019 and across Europe.