How do you get young men and women seeking meaningful relationships to reconsider an app with a reputation for hook-ups, dick pics, pick up merchants and flings?

Diving deep into the data we discovered a little known fact - that more interracial couples were meeting on Tinder than ever before - that showed Tinder wasn't just a place to find love, but was ushering in a new, more diverse generation of lovers and set out to champion representation for them. 

#RepresentLove centred around a single change.org petition that sought to build a movement around the representation of interracial love on one of the most commonly used and powerful communication tools of our time. The emoji keyboard.


To do this we enlisted interracial power couples in six international markets - led by global power couple Alexis Ohanian and Serena Williams - arming each couple with custom couples emojis for use on their social channels as they spread the word. This was aided by a coordinated PR push and loveable online film, seeded across paid social and digital channels.

Meanwhile, to engage real life interracial couples in the movement, we set up a 24-hour social media and design studio, powered by agency and Tinder teams in LA, Sydney, Paris and Berlin, turning real life photos submitted by everyday couples into their own unique couples emojis. 

The campaign generated over 1.7 billion media impressions, 216 news articles, 5.1 million video views and 17.3 Million impressions of the #representlove hashtag.


Best of all, the change.org petition hit the 40,000 signatures in record time, and Unicode - owners and overlords of the emoji keyboard - voted unanimously to introduce the emojis. Almost a year to the day from our campaign launch the emojis became a reality, ensuring representation for interracial couples and cementing Tinder as a champion of true love.
Recognition:

Cannes Lions, 2018
Finalist, Design
Finalist, Mobile
Finalist, PR
Spikes Asia, 2018
Finalist, Digital
Finalist, PR
Finalist, Direct

MMA Smarties, 2018
Silver, Social Impact

Webby Awards, 2019
Winner, Social Community Building & Engagement
AWARD, 2019
Bronze, Social Media Campaign
Bronze, PR-led CSR Campaign
Bronze, PR-led Integrated Campaign

PR Week Awards, 2019
Winner, Social
Honourable Mention, Creative Excellence

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