Tinder, the online dating app, has reportedly achieved its best-ever brand perception results in Australia following its 'Big Rainbow Project' campaign during the recent Pride Season, which included the World Pride festival.

The campaign, which aimed to connect with regional LGBTQIA+ audiences, was underpinned by insights into regional Australians' yearning for connection.

The centrepiece of the campaign was the installation of the 'Big Rainbow', a symbol of pride and inclusion, in Daylesford, Victoria. The location was chosen via a nationwide vote, demonstrating Tinder's commitment to engaging with its audience. In a digital twist, a 'Virtual Big Rainbow' was also established within the Tinder app, with location-based parameters temporarily disabled to allow nationwide connections.

The campaign extended beyond the app, incorporating national social media, digital ads, and PR. It spotlighted the stories of three diverse app members from regional Australia, shared across YouTube, Meta, TikTok, and Snapchat.

Tinder claims the campaign resulted in a more than 15-point lift on key brand perception measures, record-breaking uplift scores, and over 200 PR hits with 100% positive sentiment.

"Tapping into the unmet needs of regional Australian audiences delivered perception lifts that were higher than any brand campaign we’ve ever done in Australia," Tinder Country Director, Kristen Hardeman, said. "It’s important to try to understand if regional Australians’ experiences with your product or category is different from the way people in urban centres are experiencing that product. ‘Are there any unmet needs in the regions your products can help meet?’

"[With this campaign], we wanted to do something with true meaning to give the LGBTQIA+ community more visibility, recognition and something that stands for them. We wanted to play a more meaningful role helping them connect with others like them.”

Hardeman's sentiment was echoed by Boomtown Chairman, Brian Gallagher, who praised Tinder's campaign for demonstrating the potential for impressive brand uplifts in regional Australia.

"Tinder has taken an insights-based approach to its Boomtown campaigns, and it’s paid dividends – regional Australians are ready and waiting for brands to communicate with them and they appreciate campaigns that recognise the unique characteristics of different regions," he said.

Boomtown represents the 9.6 million Australians living outside the five metro capitals, is backed by eight Australian media owner members, including SCA, WIN, Seven, ARN, ACM, Nine NBN, News Corp Australia, and Imparja.