An Australian digital campaign from dating platform Tinder has been awarded Most Effective Campaign in Kantar’s global Brand Blueprint Awards 2025.
The Share My Date had the highest impact on key brand KPIs among campaigns of global brands in 2024.
“Tinder launched this campaign to change perceptions of the brand by highlighting the safety features on the app,” says Kantar Australia head of media Sharon Hilton.
“Built specifically for TikTok and supported by YouTube, Audio, Snapchat and Meta, Tinder aimed to reach young women in an engaging, authentic manner in the environments that they are comfortable in.
"Ultimately, Tinder’s Share My Date campaign reached its audience, overperformed against benchmarks, and was well-integrated across channels.
“The campaign enjoyed near universal reach among 18-34-year-old females, with strong cross-exposure across the media channels utilised. It is a campaign that generated great social buzz and was notably successful with its communications awareness and in generating desired perceptions of Tinder particularly around safety.”
Kristen Hardeman, country director, Tinder Australia, said the award is a testament to the team’s bold and strategic thinking to meet young women where they are, in a way that feels authentic, empowering, and safe.
“Our aim was to shift perceptions by showcasing Tinder’s trust and safety features in a meaningful way, and it’s hugely rewarding to see that resonate with our audience – and now with the industry too."
Each award in the Brand Blueprint Awards represents a Growth Accelerator from Kantar’s Blueprint for Brand Growth. The Blueprint is an evidence-based approach built on 5.4 billion attitudinal and 1.1 billion behavioural data points covering the past decade.
Brand Blueprint Awards winners:
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.