Kantar’s global Brand Blueprint Awards 2025 awarded Tinder’s ‘Share My Date’ campaign in Australia the ‘Most Effective Campaign’ at a special ceremony at the Cannes Lions International Festival of Creativity.
The Brand Blueprint Awards, now in its second annual and run by marketing data and analytics company Kantar, celebrates the brands leading the way in marketing disciplines proven to deliver sustainable brand growth.
The Australian ‘Share My Date’ campaign, featuring Love Island star and HAVAS Red Senior Influencer Specialist Tina Provis, had the highest impact on key brand KPIs among campaigns of global brands among the all the LIFT+ multi-media campaigns measured by Kantar in 2024 globally.
Tinder’s Share My Date campaign on TikTok featuring Tina Provis
“Tinder launched this campaign to change perceptions of the brand by highlighting the safety features on the app,” Sharon Hilton, Kantar Australia Head of Media, said.
“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.”
@tinderau New! Try Tinder’s Share My Date feature. If you’re going on a date, share details with your mates. #sharemydate #tinder #dating @Tina ♬ original sound – Tinder ‘Straya
Kristen Hardeman, Country Director, Tinder Australia, said: “We’re incredibly proud to see Tinder’s ‘Share My Date’ campaign recognised on the global stage.
“This 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.”
TikTok was named Consumers’ Most Preferred Ad Platform – an accolade it shared with Amazon.
Hilton added: “Each year our Media Reactions study surveys marketing professionals and around 18,000 consumers to explore their attitudes on different media environments and platforms. And as such, this award recognises the ad platform that consumers most prefer.”
“TikTok was chosen by consumers as their top preferred global ad platform based on their receptivity to and attitudes towards ads on TikTok. The social media platform was ranked the joint #1 media platform in ad equity globally by consumers in 2024 and maintained its top position among video platforms for the fifth consecutive year.
“Ad equity reflects how positively consumers perceive advertising on a platform and TikTok’s high score indicates that users find its ads particularly engaging and enjoyable.”
Chris Jansen, Kantar Global Chief Executive said of the winners: “We believe in the power of brand. The best marketing is about getting more people thinking about your brand, being more present, and innovating to find new spaces in which to grow.
“This year’s Brand Blueprint Award winners showcase the best of these behaviours. It’s wonderful to celebrate their expertise and smart and creative thinking. Congratulations to them all.”