Overview

Tinder, launched in the United States in 2012, is one of the world’s largest matching apps. Available in 190 countries and regions and in over 40 languages, it has generated over 505 million downloads and 70 billion matches worldwide, offering a variety of encounters beyond the familiar communities of daily life. The Z generation, aged 18-25, accounts for more than half of its users.

PR activities are conducted with the aim of spreading a correct understanding and value of the brand. We are working to expand exposure by developing and disseminating information that is not limited to new feature launches, strengthening and building media relations, and implementing events that feature talent.

URL: https://tinder.co.jp/

Activities

① From “dating app” to “meeting tool”

While Tinder is already a well-known app in Japan, it faces challenges such as misperceptions and negative evaluations of its positioning and brand in the Japanese market. Therefore, a full-scale rebranding project has been launched in Japan. We are working to solve these issues by creating a public relations system that takes into account the characteristics of the Japanese market and media, planning long-term and short-term PR strategies, and communicating with the media through regular and continuous information dissemination.

② Maximizing buzz through brand campaigns

In 2020, coinciding with Kiko Mizuhara’s appointment as brand ambassador and the Japan launch of the interactive drama “SWIPE NIGHT,” which can be enjoyed within the app, we planned and implemented a media event. Ms. Mizuhara’s real-life Tinder episodes, which she shared during the talk session, generated a great response, creating buzz as “Tinder, which Kiko Mizuhara also uses.”

In 2021, with the aim of expanding brand awareness and appealing to Tinder’s main target, the Z generation, a talk event was held featuring Kiko Mizuhara, current university students, and the Country Manager of Tinder Japan. Through the talk between the students and Ms. Mizuhara, “matching apps” began to attract attention as a way to initiate encounters, and the tips for using Tinder, etc., were introduced mainly in information programs and web media, attracting attention as one of the “new options for encounters” that is beginning to take hold.

③ Initiatives for safety and security

In order to promote Tinder’s safety features and the background and intent behind their implementation in Japan, we set up an opportunity for Japanese media to interview the head of the Trust & Safety team in the United States, which attracted the attention of many media outlets. In Japan, where there is a high level of interest in safety and security measures compared to other countries, information such as “points to keep in mind when meeting people online” is continuously disseminated through the media. In addition, from 2022, we launched an original site to introduce the importance of conveying one’s own intentions and thoughts, as well as accepting the intentions and thoughts of others, as a way to create an opportunity to think about “consent”.