Tinder Return of the Lover Girl

Pressure to cuff <<< permission to play

Every year, cuffing season has the winter dating discourse locked down. No more new connections, spontaneous messages, and unexpected joys. It’s a lot of pressure—and it’s the perfect opportunity for Tinder to show up for all the snowed-in singles, start a new conversation, and drive downloads and dates.

But first, we needed the perfect spokeswoman. A girl’s girl who had faced a cuffing crisis of her own, and was ready to make a stand and date again, for all the lover girls out there.

What would Lexi Wood do?

We cast a Lover Girl with the buzz to light up the conversation—and the authenticity to make it stick. Enter Lexi Wood: Canadian it-girl, newly single, and newly in the news again because of some ex-related Bravo-verse chaos. (We know what she did last summer!)

Then we flipped the season’s script by announcing that Lexi was getting on Tinder. Cuffing is out, crushing is in. She’s not hibernating, she’s messaging “hi” first. And she’s inviting you to explore, flirt, and have fun on your own terms, too.

Summer is over, but the sparks are just starting to fly

We turned Lexi’s real-life moment of joining the app into a social-first campaign. We handled the campaign end-to-end: from talent lock, to video concepting, art direction, script and storyboarding, wardrobe and styling, and full content and production plan.

One shoot day later, we wrapped 7 unique Lover Girl videos. Lexi announced that she was back in her Lover Girl era, shared dating advice and profile tips, and hyped up all the Lover Girls looking to catch feelings, not cuffs.

Results

We served up:  9.2M+ impressions across Instagram + TikTok

9,000+ engagements across the 7-video drop

When the Lover Girl speaks – we listen. Tinder Canada stayed right where we wanted it – front and center in the cuffing season conversation. 😉