In 2022, our team at We Are Social launched “We Need to Talk” with Tinder Germany. The campaign gave creators from the LGBTQ+ community a platform to talk authentically about sex and love under #TinderTalk. The goal was to start honest conversations about dating, sex, and identity, connecting Tinder with Gen Z through real stories rather than polished ads.
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As the campaign evolved, Tinder Germany shifted from traditional marketing to authentic creator-led storytelling.
Together with creators like @sosopinkypie, @eduardbaka, and @youngchanmn, we developed weekly content that reflected real community voices and a tone that resonated with Gen Z — building an open, bold, and inclusive visual style.
(My Role)
In collaboration with the copy and concept team, we worked closely with creators to develop weekly formats that lived natively on Tinder Germany’s social channels. I helped define the campaign’s visual style and tonality, edited creator videos, and built a consistent look and feel that connected Tinder with Gen Z in a more open and relatable way.
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