The First Government’s Campaign on Tinder in Spain
Problem
The government struggled to get young people vaccinated as they felt disconnected from official messaging and weren’t booking appointments. Traditional platforms like Instagram and TikTok were oversaturated with COVID-19 ads, making it hard to stand out.
Solution
As Creative Director and Digital Strategy at IMAGINA, I led the creation of a campaign on Tinder, capitalizing on its popularity among young people and the lack of advertisers in Spain at the time.
We designed a creative ad that integrated seamlessly into Tinder’s user experience. The vaccine was presented as a Tinder profile, featuring humorous illustrations. The call to action, “Ask me for a date!” linked directly to the official vaccination appointment page, while the phrase “It’s a match!” explained why the vaccine was a perfect match for users.
Taking a Risk
This was a groundbreaking move, as the government had never used Tinder for public health campaigns, and no other public organization had ventured into this platform before.
Performance
We carefully analyzed user behavior on Tinder to maximize engagement. On average, users view two profiles per second, and the only time they pause is when they see “It’s a Match.” Based on this insight, the ads kicked off with animated text saying “It’s a Match!”, ensuring it captured attention instantly.
Outcome
In the first two weeks, appointment bookings for vaccinations increased by 36%.
In Tinder We Trust
This campaign for the Catalan government became one of the most talked-about in the media across Spain during the pandemic. For the first time, the government entered Tinder, positioning itself as a forward-thinking entity in its communications, while also successfully increasing vaccination appointments among young people.