Case Studied: Vol 58. Tinder: Animal lovers 🐶

Consider the power of cute puppy pictures. There are countless social media accounts solely dedicated to them. There are costume contests at Halloween for them. Some people even get images of their dogs tattooed onto them. 

Tinder harnessed the power of “puppy pics” for a campaign that benefited both people and pups. 

This week, Case Studied explores how Tinder used data to find homes for shelter dogs. 

The Brief:

Tinder has a pretty robust history with shelter animals. In 2018, an employee at a no-kill shelter in Georgia made a Tinder profile for a dog named Henry and several others followed suit. The brand worked with a nonprofit on a one-day app takeover that invited users nationwide to swipe on pets available for adoption. And the Society for the Prevention of Cruelty to Animals (SPCA aka the ones who did the Sarah McLachlan commercials) launched a Tinder-inspired app in Hong Kong for pet adoption. 

Their latest pet-focused campaign followed a 2021 survey conducted by Honest Paws that found 70% of singles believed that a dog in their profile picture led to more matches. Complimentary to that, 60% of people said they’re more inclined to match with someone who has a dog in their profile picture. Tinder also revealed that “Dog Lover” is one of the top 10 most popular “Interest” added to their users’ dating profiles. So the app took this dog/dating data and put it to good use. 

The Execution:

Tinder partnered with Mischief @ No Fixed Address to create the Rescue Matched campaign. It ran during National Dog Week, on the premise that “Tinder is better able to help people find love AND help dogs in need find new homes—both looking for their perfect match,” said Tinder CMO Melissa Hobley. 

The campaign kicked off at LA’s first canine social club, DOG PPL. Across a two-day span, attendees were invited to mix and mingle with other singles and get professional photos taken with adorable pets from two local rescue shelters. 

Outside of the OOH element, Tinder users could see and “like” different profile cards of adoptable animals via their card stack or the website rescuematches.com. From there, they could upload a photo that was then edited to include one of the available dog’s image, location, and adoption details. Then they’d add the new photo to their Tinder profile to help increase their odds of finding potential matches and potential pet parents. 

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The Results:

Let’s start with the most important stats here: 35 dogs were adopted as a result of the Rescue Matched campaign. For context, that number represents 81% of the dogs photographed for it. 

The campaign also earned over 1 billion impressions across 288 published stories, including a shoutout on The Tonight Show Starring Jimmy Fallon. 

The Takeaways:

This campaign isn’t just a feel-good story. Here’s are some applicable learnings from it:

1. Leverage Data-Driven Insights for Creative Campaigns

Tinder identified trends from user behavior (e.g., "Dog Lover" as a top interest) and external studies (Honest Paws survey) to craft a campaign that resonated deeply with their audience. Using data to align a campaign with audience values and behaviours ensures relevance and increases engagement.

Marketers can analyze audience behaviour, preferences, and trends to craft campaigns that align with their interests. For example, if your audience values sustainability, marketers can use that insight to highlight eco-friendly aspects of their product or service.

2. Create Win-Win Campaigns with Tangible Impact

The "Rescue Matches" campaign succeeded because it addressed multiple goals: driving user engagement, building brand goodwill, and making a positive social impact (dog adoptions). Marketing campaigns that serve both business objectives and community causes can generate stronger emotional connections and amplify media reach.

Marketers can design campaigns that achieve marketing goals while supporting a cause or solving a real-world problem. This not only enhances brand reputation but also deepens audience engagement.

3. Utilize Experiential and Digital Integration

By combining in-person activations (events at DOG PPL) with a strong digital strategy (custom profile images, adoption details, and a dedicated website), Tinder ensured the campaign reached both local and global audiences. Multi-channel approaches amplify the campaign's impact and provide varied touch-points for user interaction.

Marketers can blend physical events with digital tools to maximize reach and engagement. This creates a multi-channel experience that caters to diverse audience preferences.

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