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I worked as co-director of Kindr campaign for Grindr.

In an attempt to make the Grindr app a more inclusive a positive place of connection, we launched the Kindr campaign. Kindr was a content marketing campaign that featuring social media assets, video content and a microsite. The objective of the campaign was to promote Grindr’s new Community Guidelines, centered around protecting users from discrimination and harassment within the app.

This campaign was launched overnight and produced with limited resources and a small, scrappy team. The concept was to create videos featuring Grindr users and influencers discussing five topics: Sexual Racism, Body Shaming, Trans Inclusivity, Femme Shaming and HIV Stigma. 

Over the course of 3-4 weeks leading up to the release of the episodes, we released a social media teaser video each week and managed to garner over 10 million impressions on our teaser content alone. In each episode, some of the 30 users (cast) shared incredibly powerful, many times heart-wrenching and altogether inspiring stories about their experiences with discrimination within the LGBTQ community. Along with the photoshoots and videos, we created authentic messaging to encourage users to “play nice.” Over the course of three days we shot 30 separate interviews. 

I directed all of the videos and helped guide in pre and post production. 

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Be Your Own Cupid

The creative team launched a 360 growth campaign by activating new users on our social platforms. Through content creation and publishing we effectively spiked growth in various ways:

  • 2.2M recipients, 920k activations = 41.8% conversion

  • Open rate for the push was 13%, bringing in 320k users and contributing to an unusually high USA DAU 

  • 10k new US Android users on day of promotion

  • Collective view count YouTube nearly 1MIL, Instagram 100k impressions

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