“Try Boost” Video Campaign

Last year we introduced Boost, an iconic new way for users to put themselves near the top of the grid for an hour in the spotlight, and the results have been pretty great. Users are getting up to 5x more chats and 8x more views when they Boost. That’s a lot of attention. That’s like Jenna Maroney levels of attention.

But, since it’s a new feature, we still have plenty of users who aren’t yet aware that Boost even exists. This posed a unique challenge for the Marketing team: how do we show users who haven’t tried Boost what the experience feels like? That’s where the Try Boost video campaign comes in.

In Try Boost, we feature an all-queer cast in everyday heteronormative settings. They’re bored at office parties, invisible to their work crushes, stuck at home with clueless bro roommates, and alone eating a sad dinner. That is, until a magical button that says “Boost Me” appears. In pressing the button, their worlds transform into a queer utopia.

Boost perfectly encapsulates what makes Grindr so special—the ability to leave the straight world and go into your own queer corner. And that’s what we wanted to show with these spots, the experience of heightened connection when you need it the most. We want our users to feel seen anywhere they go. With Boost, never has it been this fast and easy to get eyes on you and your profile.

Check out the Try Boost spots below and give Boost a go next time you need a lil’ queer utopia.

Helping Hand

Naked Sushi

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Birthday Rave

Roommates