Senior Art Director
We were asked to maintain and grow Tinder’s position as a category leader by increasing brand relevance, growing the female Gen Z community and driving growth via Tinder downloads and app usage.
Through the use of stragetic cohorts tapping into strong insights about Gen Z women, we created “thumb-stopping” content aimed at speaking the truth about modern dating. User Generated Content is the basis of all platforms, so our ads naturally felt more personal to the target audience, resulting in decreased costs and increased engagements.
As Senior Art Director I lead the creative team while also producing animations, memes, and UGC-style content.
Resulting in:
380% Lower CPI | 302% Lower CPRR
100% Higher VCR| 30% Higher ER