- Tinder app injected some $1 million in the in-app advertising to support women entrepreneurs from around the world.
- In 2017, the dating app rolled out a unique hashtag – #fundhercause to celebrate the International Women’s’ the in-Tinder way!
We are all aware of the famous dating app – Tinder. Thanks to the app for helping us to meet with strangers that eventually turned out to be our either good friends or soulmates. This women’s day, Tinder came up with something different.
To celebrate women’s day in India, Tinder invited applications from companies where at least 50% of the founding team were women. To qualify, companies should be at least 3 years old, have raised INR 35 crores in equity financing and their target audience is no one else but Gen-Z and millennials of India.
Around 25 such start-ups were selected who matched this criterion. The application process is said to be closed on 31st March and only the first 500 applications will be considered.
“We are proud to have women driving growth within the organization across various functions including management, product engineering, and design. We remain committed to our promise of opening doors for women around the world and this initiative is another step in this direction.” – Taru Kapoor, GM – Tinder and Match Group – India.
International Women’s Day – The Tinder Way!
While all other companies were simply rolling our social media creatives, poems, long-length articles to make a difference in this international women’s day, Tinder had some different plans.
The dating app wanted to raise funds – not less than $1 million to support women entrepreneurs in the country. The dating app believes change is necessary and knows that real change (the kind that actually brings a change) comes from within.
#FundHerCause – In a Nutshell:
The dating app is creative when it comes to integrating a cause and celebration. Tinder launched #fundhercause global campaign to celebrate International Women’s Day 2017 and engage people from around the world to support 12 women’s and girl’s causes.
In New York, Los Angeles, #fundhercause was the number 1 trending hashtag at that time with more 360million+ media impressions.
“The largest percentage of Tinder’s female userbase are millennial women who care deeply about women’s causes. We wanted to use our global platform to increase awareness of International Women’s Day by creating meaningful social action and chance, so we enlisted pledging to help us with our #fundhercause campaign.” – Rosette Pambakian – CP Communication and Brand – Tinder.
“This unique campaign empowered millennial women across the country to help other women by donating to causes that are important to women’s health, education, safety and more. Pledging was the critical impact on Tinder’s campaign success because the impact of each person’s donation was immediate and their large network of charities helped us support a wide variety of women’s focused causes.” Added by her.
How You Can File an Application:
The application process of Tinder for this International Women’s day goes likes this:
- You need to fill in the asked details in this application form and submit it. Make sure you are brand fit and stand up to the expectations of what the dating app is looking for.
- Tinder app will reach out to all the selected applicants through email within 2.14 business days.
- Be ready with your marketing material and copy of your ad. Don’t forget to read guidelines of the ads, restrictions and what’s cool and what’s uncool as an ad!
Summing Up:
After rolling out its concierge service, Tinder comes up with another irresistible thing. While the formal feature was to make men smile (which comes with a cost) latter one makes everyone smile because it comes with a social cause.
We hope to see more applicants this time and let’s make this initiative as big as possible. Movements, campaigns like these are something that will always be remembered for a long time.
