Tinder Canada is leaning into the broader social aspect of dating with a new campaign promoting its Double Date feature, which lets users bring friends into the experience.
The “Day Ones, Plus Two” campaign by AntiSocial spans paid and organic social channels and includes partnerships with influencers selected for their connections to Gen Z audiences and ability to showcase real dating scenarios.
Tinder Canada’s senior marketing manager Caitlin Benn tells strategy that the campaign was built in response to a consumer insight from its Gen Z user base: Women are increasingly pulling their friends into their dating journeys. The Double Date feature was developed to decrease the pressure of a first meet-up and present the in-app journey as something more light-hearted and fun for the summer season.
“And the timing lined up perfectly,” Benn says. “It was a long, cold winter, and we know that kind of winter cranks up the pressure to make the most of every sunny day, every plan, every weekend once summer finally shows up. That felt like the perfect moment to make this a double date summer for Canadian Gen Zs.”
The goal of the campaign is to highlight the app’s expanding core features built to better align with how Gen Z wants to experience dating. By creating products that fit the audience’s behaviors, Benn says, user acquisition and retention will naturally grow.
Benn adds that while the Double Date feature has been active for more than a year, it has yet to gain wide-spread attention in the market.
“The pitch is less about changing what dating looks like and more about making it fit into a social life that’s already full, so saying yes to a date doesn’t come at the cost of saying no to friends,” Benn says.
