• by Danielle Oster , 7 hours ago

Sapphic dating is different -- and  a new campaign from Her, a dating app for queer women and nonbinary people, attempts to differentiate itself from the approach of other platforms with a primarily straight audience. 

After being acquired by Tinder parent company Match Group last year, Her is opening the year with “The Sapphic Restart.”

Her partnered with queer-led creative agency I Am Female on the campaign, which features an OOH wildposting series across Los Angeles and New York pairing the “Everything reminds me of her” tagline with imagery described in a news release as “visceral metaphors for sapphic intimacy, like a wine glass spilling over a plush red velvet carpet, and an overflowing champagne glass.”

The campaign also includes extensive podcast sponsorships with shows including “Two Dykes & a Mic,” “Lez Hang Out,” and “We’re Having Gay Sex”; influencer partnerships with queer creators on social media; and content marketing through a series of "Restart & Refresh" guides on Her’s blog.

“The dating industry treats January like a fire drill -- a frantic race to optimize your profile and find a partner,” Her founder and CEO Robyn Exton said in a statement. “But for our community, readiness isn’t a date on the calendar. It’s an internal shift. ‘The Sapphic Restart’ is about honoring that rhythm -- and showing that you don’t need to be a ‘new you’ to find love. You just need to be aligned.”

According to a survey of Her users, 68% are “easing back in” to dating this winter. Sixty-seven percent cited “healing, emotional depth, or a major life transition” as the primary driver for restarting dating on the platform, which Her says differs from “boredom” as the typical driver for the general population. Sixty percent also cited “loneliness and a longing for emotional safety” as a reason for dating. Community was also a significant factor for Her users, with 80% saying the queer community matters when it comes to who they date, and 51% expressing a preference for meeting through community events.

Match Group, which also owns dating platforms including Hinge, Match, and Tinder, acquired Her last May. The new campaign could give some indication on how the company plans to invest in marketing Her going forward.

During a Q3 earnings call last November, Match Group CEO Spencer Rascoff said the company was “seeing early success” from the Her acquisition.

“The team has already delivered strong results with algorithmic improvements and monetization optimizations, driving over 20% revenue increase in test markets,” he added. “This success highlights the opportunity to scale high-potential brands across our portfolio and deepen our presence in key segments of the dating market.”

“The Sapphic Restart” campaign for Her follows Tinder’s “Breakup Bangs” campaign and “Year In Swipe 2025” last month.