Tinder Tackles the D-Bag Situation
TINDER FULL FEATURE
With a human experience designed to empower women, improve platform perception and combat competition, Tinder’s “Menprovement Initiative” seeks to de-douche-ify the way guys approach women through new app features. Partnering with Tinder’s in-house creative team, we developed and produced social media video content starring “Douchebag Expert” and comedian Whitney Cummings and real Tinder female employees. The campaign generated over 3 million views in 2 weeks, with greater press coverage than any previous in-app initiative.