GBTQ+ dating app Grindr is seeking to strengthen its brand reputation and relevance worldwide with the appointment a new influencer marketing agency of record.
The app, which goes under the strapline the “Global Gayborhood in Your Pocket”, has handed the business to global social-first agency SAMY, which will also handle all worldwide activity, as well as that in the US and also Latin America.
The work encompasses always-on editorial storytelling, timely community-led activations and major cultural events in the US and globally and forms part of Grindr’s ambitions in playing a more active role in creating and amplifying the right moments alongside communities, influencers, and creators.
The partnership has already seen early success, with SAMY supporting the brand’s official global Pride tour, Grindr Rides Again and Grindr Presents: Madonna’s Confessions II Live in NYC – the surprise pop-up concert in Times Square celebrating her new music.
Developed and delivered on a tight timeline, the multi-layered strategy included pre-event creator livestreaming, stories told on-the-ground, and amplification support. The activation generated 3.2 million video views and more than 174,000 social media engagements.
Under a separate Latin American brief, SAMY is helping Grindr increase brand engagement and relevance across the region, while driving measurable brand and community growth through content that reflects local GBTQ+ identities and cultures.
The appointment comes as Grindr looks to focus on market-specific strategies informed by local language, humour and cultural moments. SAMY’s immediate focus will be Mexico and Brazil, including support for local IP development and Pride celebrations over the last few months.
Grindr director of consumer content Benjamin Cooper said: “Gay culture moves fast – and the most resonant content starts with a deep understanding of what our community is talking about, sharing, and shaping. Our focus is on partnering with the creators and storytellers leading those conversations to make work that feels culturally relevant, unmistakably Grindr, and worth engaging with.
“SAMY showed a clear understanding of the role of influencers and creators within these communities and how we can turn major moments as well as everyday interactions into stronger connections with our users.”
SAMY VP and head of strategy Dee Nuncio added: “Grindr has a unique and important legacy in gay and queer culture. The opportunity is to build on that equity, working with the community to create content that features their lived experiences. That requires a deep understanding of the conversations, creators and cultural moments shaping these GBTQ+ communities.
“Our role is to combine that cultural understanding with influencer and social expertise to amplify the Grindr brand in a way that feels relevant, and most importantly, earned.”
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