// 2024

Summer Campaign

Increase cultural relevance for Tinder and drive usage during Summer.

Strategy

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Strategy 〰️

Those random summer rains hinder dates.

Summer is the season to find the perfect match outside - but very often the weather unpredictability can get in the way.

Rain can stop a date, but it can’t stop a match.

Summer brings the promise of connection, but nothing kills the mood faster than an unexpected downpour.

Use weather’s unpredictability to our advantage and help Tinder users find their matches.

Execution

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Execution 〰️

Agency: AKQA

My role: as Strategy Manager, I was responsible for developing the research methodology to uncover human truths (focus groups) with the strategy team, aligning the learnings with clients and narrowing down insights to assist creatives develop the big idea.