MGT 6464: Selling Strategy

In response to the evolving landscape of online dating and shifting consumer desires, Tinder launched its "It Starts with a Swipe" campaign in early 2023. With a strong focus on targeting Gen Z, the campaign aimed to differentiate Tinder from its competitors and reshape its brand perception. Despite being a dominant player in the online dating industry, Tinder sought to transition away from its association with hookup culture and reposition itself as a platform for diverse relationship experiences.

This project conducted a thorough analysis of Tinder's campaign, evaluating its effectiveness in achieving its objectives. The analysis encompassed an examination of industry trends, segmentation and positioning strategies, major market competitors, and the specific elements of the "It Starts with a Swipe" campaign.

By dissecting the components of the campaign and assessing their impact, the project aimed to provide insights into Tinder's rebranding efforts and offer recommendations for further enhancing its marketing strategy within the competitive online dating landscape.