Tinder jumps straight into bed with VCCP Social Club

Tinder, one of the world’s most popular dating apps, has appointed VCCP’s newly launched social media division as its UK social and influencer agency of record, following a competitive pitch, run by Ingenuity+.

VCCP Social Club, which was only launched in December, is a global collective of more than 80 specialists which brings together the network’s expertise across social strategy, content creation, community engagement, influencer marketing, digital innovation and 360 paid, owned earned social.

It has now been tasked with delivering campaigns and so-called “drumbeat social”, which will include social strategy, creator content, influencer selection and community management. Work on the account will commence immediately.

Launched in 2012, Tinder has arguably redefined how people meet, setting the standard for mobile dating and shaping the category that followed. With more than 630 million downloads and over 100 billion matches globally, Tinder now serves around 50 million users each month across 190 countries and 45+ languages.

However, in recent years the brand has been actively working to shift its reputation away from being exclusively a “hook-up” site towards a broader, more relationship-oriented platform to stay “relevant” to Gen Z audiences.

And, with this in mind, the brand is aiming to strengthen its cultural presence in social with creator-led, conversation-driving content that reflects the realities of modern dating and deepens engagement with younger people.

Tinder senior marketing director Joanna Pons said: “Tinder is a brand that lives and breathes in the cultural conversation, so we needed a partner that could move at the speed of social while deeply understanding the nuances of the UK dating landscape.

“VCCP Social Club stood out during the competitive process for their creator-first mindset and their ability to turn strategic insights into native, highly-engaging content. We are excited to work with a team that shares our ambition to challenge the status quo and find new, meaningful ways to connect with our community.”

VCCP group chief executive Julian Douglas added: “For Tinder, social isn’t support media. It’s where the brand is built and where growth happens. VCCP Social Club exists for brands like this, culturally visible, commercially ambitious, and unwilling to play safe in feed.”