Tinder, the globally recognised dating app, has launched a new chapter of its global campaign, 'It Starts With a Swipe', in Australia. The campaign, dubbed 'RomCom', aims to showcase the ease of finding love on Tinder compared to traditional real-life encounters.

The campaign features local talent and influencers such as Lachy Mac, Sam Fricker, and Lily Grace, and is brought to life through TikTok content. The 'RomCom' campaign has already been launched in several global markets and will run in Australia until mid-November.

Tinder, downloaded over 630 million times, has led to over 97 billion matches and serves approximately 50 million users per month in 190 countries and 45+ languages, according to datingzest.com. In 2024, Tinder won four Effie Awards for its first-ever global brand campaign, 'It Starts with a Swipe'. The campaign was created with the help of Amplify for Brand, Influencer & Creative Strategy, Ackelo for Creative, Alley for Media, and alt/shift for PR.

Kristen Hardeman, Country Director, Tinder Australia, commented on the campaign, “While the charm of meet-cutes in classic rom-coms captures our hearts, they’re rare in real life. With a new relationship starting every three seconds, Tinder is where millions of couples are forming real connections. The RomCom campaign playfully reimagines these chance encounters in today’s world, showing that modern love stories can be just as enchanting as those on the big screen.”

The 'RomCom' campaign aims to highlight the ease and convenience of finding love on Tinder, compared to the often awkward and chance-driven encounters depicted in romantic comedies. By featuring local talent and influencers, the campaign also seeks to resonate with the Australian audience on a more personal level.

The campaign's launch in Australia is part of Tinder's broader global strategy, which has seen the 'It Starts With a Swipe' campaign rolled out in various markets worldwide. The success of the campaign, as evidenced by the four Effie Awards it won in 2024, demonstrates the effectiveness of Tinder's marketing approach in resonating with its user base and driving engagement.