Creative Advertising

Tinder Celebrates Fluid Gen Z Connections for Online Dating's Biggest Marketing Moment

Third iteration of 'It Starts With a Swipe' campaign arrives ahead of Dating Sunday

a couple sitting in a neon diner feeding each other — Tinder's campaign has driven growth among Gen Z users.Mischief @ No Fixed Address

By Brittaney Kiefer

Leaders from Glossier, Shopify, Mastercard and more will take the stage at Brandweek to share what strategies set them apart and how they incorporate the most valued emerging trends. Register to join us this September 23–26 in Phoenix, Arizona.

New year, new hookup. As people set resolutions, some with a fresh approach to romance, the first Sunday in January is the busiest day of the year in online dating—known as Dating Sunday. On Tinder alone, the number of messages sent across the app surges by 22%, while likes increase by 18%.

Dating Sunday (falling on Jan. 7 this year) is also a major marketing moment for platforms like Tinder, with Match Group chief dating expert Rachel DeAlto once calling it the “Super

Brittaney Kiefer

Brittaney is Adweek's European creativity editor.

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