FORBES – June 17 – Jenny Campbell is current CMO of Tinder, and marketing veteran whose wide range of experience spans iconic brands like Nike and revolutionary ad agency 72 + Sunny.
Q: What made you most excited about joining Tinder as CMO?
A: It's hard to imagine the dating world without Tinder in it. It's just amazing to me how it flipped the entire dating category on its head. The scale of Tinder is massive, and as a marketer you get a courtside seat into what it is like to be young, social, single and dating in today's world.
Q: What is your vision for Tinder?
A: My goal is to make Tinder the most iconic, innovative brand for Gen Z. Our mission at Tinder is to make being single more fun by helping our members meet new people IRL.
Q: Can you give me an example of IRL experiences tied to the Tinder platform?
A: We are focusing on things like Spring Break Mode and Festival Mode. It allows users to badge their Tinder profile to show which music festivals they are going to, and then they can meet with other Tinder users who are also attending those festivals in advance.
Q: Brands are struggling with how to achieve greater levels of trust. What's your POV?
A: Trust is a tricky thing. Once you break it with the consumer, it's hard to get it back. You see this now with Facebook. I think Gen Z saw a lot of the traps that Millennials fell into around this and are doing things differently. What we're doing in terms of building trust is leaning into those smaller groups situations. For example, features like Tinder U. Tinder U is a college product and you have to have a verified college email address to be on it.
Q: What do you think the most compelling insights are about Gen Z?
A: I would say Gen Z is incredibly social. We know they are dating in groups. They are looking for experiences. Their media behaviors are different. Gen Z has five screens up at a time. We see different behaviors on Tinder as well. They fill out their profiles more completely than previous generations.
