Tinder’s ‘It Starts With a Swipe’ Campaign Partly Drives 6% Q2 Revenue Surge to $475M
Posted on August 29, 2023
THE DRUM – In February, Melissa Hobley debuted her first campaign since taking Tinder's top marketing job in Aug 2022. The 'It starts with a swipe' campaign celebrates a diverse range of couples, with most of the cast non-white and nearly half from the LGBTQ+ community. The campaign appears to have boosted earnings and its Q2 direct revenue was up 6% YOY at $475M, which CEO Bernard Kim partly attributed to the campaign. Tinder also saw improved new user and reactivation trends in the US in the quarter following the launch of the campaign, according to the investor transcript.
