Sydney, 25 June 2025: An Australian digital campaign from dating platform Tinder has been awarded ‘Most Effective Campaign’ in Kantar’s global Brand Blueprint Awards 2025 announced at a special ceremony at the Cannes Lions International Festival of Creativity last week.

Kantar, the world’s leading marketing data and analytics company, revealed the winners of its second annual Brand Blueprint Awards, celebrating the brands leading the way in marketing disciplines proven to deliver sustainable brand growth. Chosen among the all theLIFT+ multi-media campaigns measured by Kantar in 2024 globally, Tinder’s ‘Share My Date’ campaign in Australia had the highest impact on key brand KPIs among campaigns of global brands in 2024.

“Tinder launched this campaign to change perceptions of the brand by highlighting the safety features on the app,” says Kantar Australia Head of Media Sharon Hilton.

“Built specifically for TikTok and supported by YouTube, Audio, Snapchat and Meta, Tinder aimed to reach young women in an engaging, authentic manner in the environments that they are comfortable in. Ultimately, Tinder’s ‘Share My Date’ campaign reached its audience, overperformed against benchmarks, and was well-integrated across channels.”

“The campaign enjoyed near universal reach among 18-34-year-old females, with strong cross-exposure across the media channels utilised. It is a campaign that generated great social buzz and was notably successful with its communications awareness and in generating desired perceptions of Tinder particularly around safety.”

Kristen Hardeman, Country Director, Tinder Australia, says, “We’re incredibly proud to see Tinder’s ‘Share My Date’ campaign recognised on the global stage. This award is a testament to the team’s bold and strategic thinking to meet young women where they are, in a way that feels authentic, empowering, and safe. Our aim was to shift perceptions by showcasing Tinder’s trust and safety features in a meaningful way, and it’s hugely rewarding to see that resonate with our audience – and now with the industry too.”

TikTok also enjoyed global recognition as Consumers’ Most Preferred Ad Platform – an accolade it shared with Amazon. “Each year our Media Reactions study surveys marketing professionals and around 18,000 consumers to explore their attitudes on different media environments and platforms. And as such, this award recognises the ad platform that consumers most prefer,” adds Hilton.

“TikTok was chosen by consumers as their top preferred global ad platform based on their receptivity to and attitudes towards ads on TikTok. The social media platform was ranked the joint #1 media platform in ad equity globally by consumers in 2024 and maintained its top position among video platforms for the fifth consecutive year. Ad equity reflects how positively consumers perceive advertising on a platform and TikTok’s high score indicates that users find its ads particularly engaging and enjoyable.”

Each award in the Brand Blueprint Awards represents a Growth Accelerator from Kantar’s Blueprint for Brand Growth. The Blueprint is an evidence-based approach built on 5.4 billion attitudinal and 1.1 billion behavioural data points covering the past decade. Powered by Kantar’s externally validated Meaningful, Different and Salient framework, it proves that brands that are meaningfully different to more people command up to five times the market penetration compared with their competition.

Commenting on the winners, Kantar Global Chief Executive Chris Jansen said: “We believe in the power of brand. The best marketing is about getting more people thinking about your brand, being more present, and innovating to find new spaces in which to grow. This year’s Brand Blueprint Award winners showcase the best of these behaviours. It’s wonderful to celebrate their expertise and smart and creative thinking. Congratulations to them all.”

The 2025 Kantar Brand Blueprint Award-winners