The Trend Effect

“The internet works fast, but the gay internet works 10 times faster.” - Ben CooperBen Cooper, the Director of Consumer Content at Grindr, knows that speed is one of the main reasons that Grindr has the largest following of any dating app. From Eurovision to Christina Aguilera, paid to organic, parody to sincere, Grindr’s brand halo spreads as far and wide as their massive global usership. In today’s episode, Ben and Laurel discuss how the brand’s perception has evolved over the last few years, opening the door to new opportunities while staying true to Grindr’s voice and avoiding cringe. Whether you’re finding a partner through DMs, comments, or snooping on a profile, tune in to find out how social media has transformed the way we approach dating forever.The Caliber CollectiveGrindrCREDITS:Host: Laurel PinsonGuest: Ben CooperProducer: Amanda CowperSupervising Producer: Kimberly J. AvalosExecutive Producers: Lizzie Gordon and Will HamnettEditor: Dallin MelloProduction Design: Chloe DevineAdditional Camera: Karina GuerreroHead of Production: Justin GoldbergTheme Music: “Move It” by Jimit

The Trend Effect explores how social media has reshaped culture, consumers, and brands - for better or worse. From the team at Caliber, each week features a guest from a leading global brand as we unpack the wins, failures, and unexpected impacts of social strategies, asking one big question: how has social media changed us forever?The Caliber CollectiveGrindrCREDITS:Host: Laurel PinsonGuest: Ben CooperProducer: Amanda CowperSupervising Producer: Kimberly J. AvalosExecutive Producers: Lizzie Gordon and Will HamnettEditor: Dallin MelloProduction Design: Chloe DevineAdditional Camera: Karina GuerreroHead of Production: Justin GoldbergTheme Music: “Move It” by Jimit