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Case Study Digital Marketing: It’s a Match!

«It’s a Match!» — The first vaccination campaign on Tinder in Catalonia

At IMAGINA, we worked with “It’s a Match!” to develop a tailored digital marketing strategy focused on its business goals. After analysing the starting point in depth, we identified key opportunities and designed an action plan adapted to its sector and target audience. Throughout the project, we implemented the agreed actions and continuously measured results to optimise performance. The outcome was a significant improvement in digital visibility, qualified traffic and conversions. This case study shows how a well-executed strategy can transform a company’s online presence.

Encouraging young people to get vaccinated against COVID-19 required a bold idea. Instead of reaching them through traditional channels, we brought the vaccine to where they already were: Tinder.

In the app, the vaccine became a Tinder profile: a character to swipe right on, with a match waiting to happen.

Match digital marketing case study – IMAGINA Match digital marketing case study – IMAGINA Match digital marketing case study – IMAGINA Match digital marketing case study – IMAGINA Match digital marketing case study – IMAGINA Match digital marketing case study – IMAGINA
Swipe right
for the vaccine

We used illustration to give the vaccine a personality and turn it into a Tinder user like any other. We placed it in familiar, humorous scenes: taking a bathroom selfie, working out at the gym or showing off a home-cooked meal. Every visual decision was designed to stop the scroll.

Tinder users move fast: the average user sees two profiles per second. We designed the campaign for that pace. The main CTA, “If we haven’t matched yet, book an appointment”, linked directly to the Government of Catalonia Department of Health vaccination booking page.

The campaign broke media coverage records for an institutional campaign. It appeared in outlets including El País, El Diario, ABC, TV3 and Telecinco, as well as specialist publications such as Marketing 4Ecommerce.

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