PRWEEK – Feb 27 – When Peter Sloterdyk joined Grindr as VP of global marketing, the app had just under 3M daily active users and is now creeping its way toward 4M. Sloterdyk explains the main issue was that Grindr was considered to be mainly a gay hookup app. While this assumption is not completely incorrect, the brand wants people to know it is that, but also "so much more." "Over the past year, Grindr has launched a gay emoji keyboard to help users communicate in a way they are already using in their lives. It also unveiled Into, an online magazine, to provide people with information, editorial content, and stories with global perspectives. The brand is also continuing its Slumbr event series, a 36-hour party that helps people "experientially connect with Grindr and see us in a different way," Sloterdyk says. Sloterdyk is also changing up Grindr's marketing strategy for India and its surrounding countries to ensure the brand has an on-the-ground presence there.
by Diana Bradley
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