Tinder, the world’s most popular dating app, tasked us to revamp its image as a “hook-up app”.
We launched a nationwide campaign in partnership with the NHS to encourage young adults to support a different kind of matching – organ donation. We orchestrated a full communications launch, including enlisting influencers (Made in Chelsea’s Jamie Laing, Olympic Gold Medallist Jade Jones MBE, and Emmerdale’s Gemma Oaten.) If users swiped right on their profiles, a message appeared: “If only it was that easy for those in need of a life saving organ to find a match,” and they were given an option to sign up on the NHS Organ Donor Register.
The campaign drove thousands of UK Millennials to register for organ donation, and we delivered a total of 97 pieces of coverage and over 534 million unique online views.
There was a 46% engagement rate on these Tinder profiles and 660,000 likes on social channels.