Tinder came to Adolescent Content asking to help shift their brand perception from "hook-up" culture to real, intimate connections between people. To love someone else, you must first love yourself–so Adolescent created the Put Yourself Out There (PYOT) campaign presented by Tinder. Meant to shatter the old POV of virtual connection and focus on and celebrate who you REALLY are and what we want when it comes to connecting.
The "Put Yourself Out There Campaign" is a 360 campaign that tapped celebrities, influencers & real Tinder users for a series of films, Tik Toks and social ads. This campaign pushed old and new users to showcase their most unique and truest self through their app profiles. As a reward for being fearless in the digital world of dating, we awarded $10,000 cash prized to 100 of the most authentic and engaging submissions who showcased their real Tinder bios in a global out-of-home campaign.
During the lifecycle of the #PYOTChallenge campaign we set out to make an impact and our impact was felt. Over the course of 30 days we were able to reach 800M impressions, increase Tinder’s Instagram engagement rate by 100% and helped Tinder acquire 126k new Gen Z users. What contributed to that success was the messaging about the #PYOTChallenge that our KOL’s were able to convey through authenticity and engaging creative execution.