Last Fall, @Grindr took a risk. In an age of influencer marketing — a strategy of showcasing your most loyal (or famous) fans — the popular queer (and oldest!) dating app decided to do the opposite. They selected representatives from the communities most discriminated against on their app and gave them a soapbox. Literally. The Kindr campaign, as it was called, aimed to raise awareness amongst the app’s broader user base about the effects of hateful words and prejudice on the platform. By putting a face to the people on the other side of the screen, it hoped awareness would be a first step towards empathy and, in turn, kindness. The campaign was risky and rule-breaking but has gone on to be award-winning. In November, we sat down with Matt Brooks who worked on @Grindr's Kindr campaign. Tune in to hear the how's and why's of how their small, scrappy team made such an impactful campaign.
In an age of influencer marketing — a strategy of showcasing your most loyal fans — popular queer dating app @Grindr defied the norm and did the opposite. They selected real users from the communities most discriminated against on their app and gave them a soapbox. Literally.
Join us as we talk with Matt Brooks, the Social Media Manager who worked on @Grindr’s Kindr campaign, about how their small, scrappy team created such an impactful campaign.
Follow along with the moments mentioned in the episode with these links:
Also, learn more from Elaine Jones, a Customer Success Specialist at Twitter. Use these helpful links to dive deeper into the topics she talks about:
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Video Website Cards
Promoted Tweets
Website clicks or conversions campaign
Tune in to the full episode for more on the power of letting your users speak, what it means for a brand to take risks, and why video can be a brand’s best friend.