Tinder and Edge® teamed up to give Millennial men a competitive edge in the dating world.
Our three goals:
1) Create buzz for Edge®'s spokesmodel, Nina Agdal, by inviting men to Swipe Right for their chance to meet Nina at Sports Illustrated's Swim Fest
2) Debut Nina's Edge® Shave Gel bikini on Tinder, her tips for getting more Right Swipes, and behind-the-scenes access to her Edge® bikini shoot
3) Maintain Edge®'s momentum and drive men to view behind-the-scenes content from Nina's shoot
1) An Edge®-branded profile for Nina Agdal stopped men in their tracks on Tinder by giving them a once-in-a-lifetime chance to get close with Nina—just by Swiping Right to enter! The grand prize included a trip for two to Sports Illustrated's Swim Fest, a close shave from Nina, a night out with models and celebs, a chef testing, and a VIP concert from Miguel and DJ Diplo.
2) Nina debuted her Edge® bikini on Tinder with her own Tinder profile. But that's not all—Nina's profile gave men dating tips taken from Tinder's proprietary data, and drove users to view behind-the-scenes content from Nina's Edge® bikini shoot.
3) Tinder kept the momentum going, leveraging short, playful, and eye-catching videos from Nina's Edge® shoot to drive users to view more behind-the-scenes content on Sport's Illustrated's site.
The results put us over the edge!
sweepstakes entries, meaning 9.42% of served users entered the sweepstakes
more Right Swipes than average for Nina's Tinder profiles
Video CTR was 5X above average
total press impressions
Video for TINDER X EDGE® SHAVE GEL