Tinder Indonesia has “matched” up with TBWA\ Indonesia to handle its creative duties on a project basis, MARKETING-INTERACTIVE understands.
The team will help Tinder with its #BisaBareng campaign and will help to innovate and find new opportunities for people to meet and connect with friends and communities, according to a LinkedIn post by TBWA\.
The post added: "We're inspired by how the platform has proved incredibly useful to users, even during this pandemic – especially Gen Z users, who have been very creative in how they play with features such video and passport. So, our campaign with Tinder Indonesia #BisaNyambungBareng got Bude Sumiyati, a celebrity agony aunt to train Gen Z to continue engaging and expanding their social discovery." MARKETING-INTERACTIVE has reached out for more comments.
In September this year, Tinder's parent company Match Group, also appointed ad tech company MediaDonuts as its marketing and ad sales partner for Southeast Asia and India. In a statement to MARKETING-INTERACTIVE, a spokesperson said MediaDonuts will focus on connecting advertisers to the audience of Tinder. The spokesperson added that this is a long-term partnership, in line with other partners of MediaDonuts such as Twitter, GrabAds, and Spotify. The other Southeast Asian markets covered in this appointment are Singapore, Malaysia, Indonesia, Vietnam, Thailand, and the Philippines.
According to a press release then, Indonesia is a top APAC market for Match Group, with large user bases in major metropolitan areas such as Jakarta, Surabaya, Bandung and Medan. The Group's dating apps are also said to be a clear favourite with Gen Z and Millennials.
If you are looking to learn more about Marketing to Millennials and Gen Z, join our masterclass where we deep dive in creating frameworks for marketing success with the next generation. Find out more here.
Tinder gets embroiled in protest efforts in Thailand
Tinder criticised for alleged age-based subscription price discrepancy
Tinder tests video calls as it continues to rake in app revenue