Creative Execution

We wanted to demonstrate how simple it could be to represent everyone. As our campaign adopts a style at the heart of culture, the couple emoji we designed needed to be indistinguishable from the real thing. However, unlike standard emoji, our designs were all about the details. We created a master file with two body shapes which could be adorned with over 80 individual vector assets, from skin colours, eye shapes, hair, accessories and clothing accommodating all climates, each of which could be changed to any colour. And, of course, our designers would add bespoke touches from rips in the jeans to streaks of blonde hair. We knew the craft in each emoji we responded with would dictate the level of engagement we got back. From head to toe each emoji was customised to perfection, a miniature work of art to be celebrated and shared.

1.7 billion media impressions (Objective: 300 million) 5.2 million video views (Objective: 2.4 million) 46.3 million uses of @tinder and #representlove (Objective: 8 million) We also smashed our petition goal amassing 50,276 signatures and counting on change.org. (Objective: 30,000) As a result, Tinder received an overwhelming amount of positive media coverage in the fight for diversity. We generated 216 pieces of press globally; including CNN, Buzzfeed, USA Today, Vogue and The Independent. HuffPost said ‘Tinder is continuing to invest in social issues’, Marie Claire remarked that ‘[With #representlove] Tinder gives everyone the right to express themselves’. With such a prevalent issue, our key metric of success was to mobilize Tinder’s key demographic in the fight for diversity. #representlove produced the most successful emoji petition of all time on change.org and conseqeuntly, Tinder is planning to meet with the Unicode board in 2018 to make the interracial couple emoji a reality.

Tinder knew that 65% of their users 18-34 actively support diversity and are passionate about social issues. 72% of those surveyed also believe Tinder is the most racially diverse dating app. For a couple in an interracial relationship, no amount of representation is too small. Which is why, at the core of #representlove was a petition proposing an interracial couple emoji be added to the official Unicode consortium. We knew that to drive signatures and support, we had to give something back to our users. We leveraged Tinder’s platform as the world’s most popular dating app to ask couples on social to share a photo with us. And when they did, we had teams of designers and community managers respond in real-time with the world’s first interracial couple emoji’s – meticulously crafted to replicate each real life couple.