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Match.com: Match Made in Hell (MMIH)

Case Study • YouTube Works for Brands, US, Grand Prix, 2021

Match.com, a dating website, increased brand consideration during the COVID-19 pandemic in the US by launching a series of humorous YouTube videos that highlighted the difficulties of dating in a pandemic.

Match buys Korean start-up and moves into ‘social discovery’

News • 11 February 2021

Match, the operator of dating apps Tinder, Hinge and OkCupid, along with its Match namesake, has announced its biggest ever acquisition – of the Seoul-based company Hyperconnect for $1.

Shaadi.com: #WFH – (#WeddingsFromHome)

Case Study • Dheeraj Sinha, Shibani Mitra, Devika Joshi, WARC Awards for Asian Strategy, Bronze, 2020

Matchmaking website Shaadi.com created an online wedding portal to attract earned media and build brand buzz and engagement during India's COVID-19 lockdown.

Health apps saw rapid uptake in Q2

Data • Rob Clapp, WARC Data Points, September 2020

An overview of changes in global mobile app downloads, daily active users and average session length during the coronavirus (COVID-19) outbreak.

The evolution of the dating app – and what it means for brands

News • 30 July 2020

Dating apps have evolved to enable users to find social connections generally as well as romance, and in doing so are giving brands more opportunities to create moments which are worth talking about.

Love in lockdown: Online dating during COVID-19

Article • Chase Buckle, WARC Exclusive, July 2020

Research by GlobalWebIndex into how the pandemic has influenced dating behaviour.

Plenty of Fish: Looking for love with UK media

Case Study • SABRE Awards, Gold, EMEA, 2020

Plenty of Fish, a dating platform, increased positive sentiment in the UK by making itself culturally relevant and releasing the Safer Dating Report to empower singles.

The Guardian: Soulmates – Dating with a two track mind

Case Study • DMA (UK), Bronze, 2019

The Guardian, a UK newspaper brand, launched innuendo-fuelled headlines on its dating section, Soulmates, to encourage sign-ups for like-minded people.

Happn: Happn's Crush On Brazil

Case Study • SABRE Awards, LATAM, Practice Area, Gold, 2019

Happn, a dating app, increased use of its app in Brazil by launching 12 unique activations that differentiated it from the competition, including involvement with International Women's Day and a partnership with Nike.

How Tinder championed diversity with #RepresentLove

News • 14 February 2019

Dating app Tinder has tapped into the diversity of its user base to successfully drive differentiation and app downloads – winning a SABRE Award in the process.

Tinder: #RepresentLove

Case Study • SABRE Awards, Best in show #1, In2, 2019

Tinder, a mobile dating app, increased app downloads globally by launching interracial couple emojis to highlight its commitment to diversity and love.

The Guardian: Playing cupid for the ideologically suited

Case Study • DMA (UK), Silver, 2018

Guardian Soulmates, an online dating service, successfully differentiated Soulmates from the competition, and persuaded people in the UK that a liberal love, based on shared values, was something worth paying to find.

#RepresentLove: The interracial couple emoji project by Tinder

Case Study • MMA Smarties, Silver, Global, 2018

Dating app Tinder launched a global campaign to petition Unicode to add interracial couple emojis to the official consortium.

Making meaningful connections: A Tinder couple goes viral

Case Study • SABRE Awards, North America, Web-Based Business, 2018

Tinder, an online dating app, used the story of a real life Tinder couple in the US to demonstrate to its users that people were actually connecting with others on the app.

Swipe right for good: Tinder's #FundHerCause for International Women's Day

Case Study • SABRE Awards, North America, Technology: Software & Services, 2018

Tinder, a dating app, launched the #FundHerCause on International Women's Day, which saw Tinder donate $100 per tweet of the hashtag, alongside the name of a female-friendly non-profit organisation in the US.

Hinge: Escape the Dating Apocalypse

Case Study • Mary Nittolo, Michael Ocasio, Katie Hunt, WARC Awards, Silver, Effective Content Strategy, 2018

Dating app Hinge used an online animated film to rebrand and relaunch itself as a paid model in the US.

MEETIC: Love Your Imperfections 2

Case Study • Euro Effies (pan-European), Silver, 2017

Meetic, a dating app, launched its brand across Europe with a video campaign that challenged conventions of the online dating category by telling millennials to be authentic.

Grindr offers brand-safe environment

News • 17 August 2017

NEW YORK: Grindr, the gay dating app, has launched a digital magazine that aims to circumvent potential advertisers’ fears about brand safety.

Tinder's tactics for keeping consumers engaged

Article • Sonia Paul, Event Reports, Mobile Innovation Summit, December 2016

This event report outlines how Tinder, the dating app, has built an engaging mobile experience for consumers.

How Match.com navigated the “mobile-first” transition

Article • Sonia Paul, Event Reports, Mobile Innovation Summit, December 2016

This event report outlines how Match.com, the dating platform, has successfully adapted to the mobile world.

Meetic/Match: Love Your Imperfections 1

Case Study • Euro Effies (pan-European), Gold, Euro Effies, 2016

This case study explains how Meetic, the online dating subscription service, fought back against newer competitors in France, Germany, Sweden and the UK.

Tinder’s ad strategy, future plans - and why it’s not a social network

Article • Joseph Clift, Event Reports, Cannes Lions, June 2015

This event report looks at the rise of dating app Tinder and its founder's aspirations to be more than just another social network.

Shaadi.com: Fast for her

Case Study • Navonil Chatterjee, Tina Sachdev and Siddhant Lahiri, WARC Prize for Social Strategy, Entrant, 2015

This case study explains how Indian matchmaking site Shaadi.com differentiated itself by taking an old tradition and turning it around in favour of women.

Tinder encourages consumers to "swipe right" for brands

Article • Stephen Whiteside, Event Reports, TechCrunch Disrupt NY, May 2015

This event report explains how Tinder, the dating app, is aiming to become a matchmaker for brands and consumers.

eHarmony: 2012 Campaign

Case Study • ARF Ogilvy Awards (US), Silver, Retail & Etail, 2013

eHarmony, the online dating website, had seen business decline considerably in the US market in recent years.

The WARC Guide to Marketing in the gaming ecosystem

Article • WARC Best Practice, September 2020

A summary of new thinking and best practice on marketing in the gaming ecosystem, from the WARC Guide.
Global Ad Trends: COVID-19 One Year On

Data • Rob Clapp, WARC Data, April 2021

This report summarises the latest research from WARC's Data platform, with a focus on the long-term changes and opportunities in advertising and consumption across e-commerce, online video, social media, and gaming and esports. Key findings include:
What we know about marketing via gaming

Article • WARC Best Practice, September 2020

Explores how gaming platforms, which allow brands and products to be promoted via means such as sponsorship or in-game advertising, can enable brands to build reach.
What we know about marketing at major sporting events

Article • WARC Best Practice, March 2021

The current thinking and reading on the subject of sports marketing – aligning a brand or product with an event or team – including major sporting events such as The Olympic Games, FIFA World Cup or The Super Bowl.
2020 Media Strategy Report: Insights from the WARC Media Awards

Article • WARC Exclusive, April 2020

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.
Global Ad Trends: Ad opportunities in gaming

Data • James McDonald, Rob Clapp, WARC Data, July 2020

This report summarises the latest research from WARC's Data platform, with a focus on the application of advertising in mobile gaming, streaming and e-sports. Key findings include: