As a generation increasingly skeptical of dating apps, due to concerns about catfishing and the impact on self-confidence, Gen-Z has shifted its priorities toward forming meaningful connections. Recognising this shift in perception, Tinder set out to redefine its image within the UK Gen-Z audience, aiming to move beyond the ‘hook-up’ label and position itself as a platform for authentic, relatable connections.

Tinder tasked us with addressing the misconceptions surrounding the app within the Gen Z demographic, particularly among university students. The goal was to reposition Tinder as a brand for ‘people like me’ by demonstrating a deep understanding of the unique journey students undergo during this formative life stage. This involved creating culturally resonant experiences, partnerships, and content that would resonate with students and encourage them to see Tinder as their first-choice dating app.

Our research revealed that university represents a pivotal period of self-discovery for Gen Z, marked by questions of identity, sexuality, preferences, and interests. Despite being a time of exploration, students often feel unsupported in navigating these challenges. We segmented our research into two groups: Tinder users aged 18-24 and non-users within the same age range. This approach allowed us to identify both the barriers preventing adoption and the pain points experienced by current users. From this, we determined that Tinder could position itself as a companion to Gen Z’s journey of self-discovery, providing support and celebration during this critical stage of life.

To bring this vision to life, we created Tinder House, a reality-style social series that brought six diverse, single students from Manchester University together to live in a student house for a week. The students, who were carefully matched based on Tinder profiles and preferences, embarked on a week of forming new friendships, connections, and experiences.

The series drew creative inspiration from early seasons of the Japanese reality show Terrace House, allowing the cast to maintain their daily routines alongside the structured activities. This approach fostered a sense of normality and personal freedom, ensuring the interactions felt genuine and relatable. The content combined shot interviews, low-fi self-shot video, and photography to deliver a wholesome, feel-good series that celebrated connection and self-discovery.

Tinder House launched as an IRL, Tinder-inspired social series designed to encourage students to embrace new experiences and have fun while dating at university. The show featured a charismatic host who handled key introductions, brand messaging, and humorous narration, guiding viewers through the highlights of the week. The mix of polished and low-fi content created a compelling narrative that felt both authentic and culturally connected.

Taking inspiration from the ‘Tinder Dinner Party’ TikTok trend, each episode featured a date experience paired with a group dinner party where housemates shared stories, reflected on their dates, and discussed their perspectives on single life. These moments captured authentic connections while showcasing Tinder’s relevance to student life. Filming took place in recognizable student hotspots, further grounding the series in local culture and highlighting Tinder’s understanding of the university experience.

Tinder House achieved remarkable results, capturing the attention of its target audience and exceeding initial expectations. The series garnered 12.5 million organic views across social, with these numbers not only representing widespread engagement but also demonstrating the campaign’s success in helping reshape perceptions of Tinder among university students.

The success of Tinder House solidified Tinder’s position as a culturally connected brand that understands and celebrates the unique experiences of Gen Z, particularly at a key stage of their lives. Its blend of relatability, creativity, and authenticity offered a compelling model for how brands can connect meaningfully with younger audiences.

Watch the first episode from the series below.