Tinder’s CMO is defending their queer love campaign.The dating app’s “It starts with a swipe” campaign—launched in February—represented a wide range of romantic partners that were largely people of color and LGBTQ+ people. For Tinder’s marketing executive, this was a chance for the company to stand against “homophobia and continue to show all kinds of connections and all kinds of daters.” And not only did the campaign increase visibility for queer daters, but it also increased Q2 direct revenue by six percent year-over-year, according to a Match Group (Tinder’s parent company) Q2 earnings call. YPulse data shows one in five 13-39-year-olds self-identify as LGBTQ+, so Tinder’s recent campaign both sheds light and rallies support around a significant demographic of young consumers. (The Drum)
