Tinder has leveraged Boomtown audience insights to produce its Big Rainbow Project media campaign delivered at the World Pride festival.
The campaign gave the online dating app its best-ever brand-perception results in Australia and helped the platform connect with regional LGBTQIA+ audiences in a meaningful way, according to Boomtown.
Tinder tapped into Australia’s love for “big” tourist icons and launched a nationwide campaign asking Australians to vote for which regional town its “Big Rainbow” installation should live in.
A response of 16,000 votes saw Victoria’s Daylesford selected as the Big Rainbow’s new home, notably for its strong history of supporting the LGBTQIA+ community via its annual ChillOut Festival.
To support the campaign, a “Virtual Big Rainbow” was also established within the Tinder app. Location-based parameters, which recommend members to each other based on their location, were temporarily disabled, allowing people from across Australia to connect in real-time.
Tinder also rolled out national social media, digital ads and PR, that celebrated the lives of regional Australians from the LGBTQIA+ community who grew up in regional Australia and amplifying them across YouTube, Meta, TikTok and Snapchat during Pride Season.
The platform said the three-phase campaign delivered record success for the app, giving its “best-ever” brand perception results in Australia, including a more than 15-point lift on key brand perception measures.
Kristen Hardeman, Tinder country director, said tapping into the “unmet needs to regional Australian audiences” with Boomtown delivered perception lifts that were higher than any brand campaign done before.
“[It just shows] there is the opportunity for marketing and brands to cut through more in regional areas. Obviously, the urban centres are cluttered environments where people are getting bombarded with messaging all the time. It’s not the same in the regions, so it’s critical for brands to rethink regional audiences and to find ways to get their messages to them.”
“It’s important to try to understand if regional Australians’ experiences with your product or category is different from the way people in urban centres are experiencing that product. ‘Are there any unmet needs in the regions your products can help meet?’
“[With this campaign], we wanted to do something with true meaning to give the LGBTQIA+ community more visibility, recognition and something that stands for them. We wanted to play a more meaningful role helping them connect with others like them.”
Tinder’s results follow Boomtown’s recently launched ‘Uncapped and Untapped’ campaign, designed to encourage the nation’s marketers to put regional media advertising in their new year plans.
Brian Gallagher, Boomtown chairman, said Tinder’s media campaign highlighted the potential for impressive brand uplifts in regional Australia.
“It just shows the power of regional Australians to get behind brands that really make the effort to connect with them in a genuine way,” he said.
“Tinder has taken an insights-based approach to its Boomtown campaigns, and it’s paid dividends – regional Australians are ready and waiting for brands to communicate with them and they appreciate campaigns that recognise the unique characteristics of different regions.
“Now is the time for brands across the country to shift their thinking to regional Australia and make plans to connect with the 9.6 million people living in Boomtown.”