There is a question that still circulates in marketing brainstorms this time of year: “What are we doing for Pride?”
As if Pride is a seasonal campaign rather than a cultural throughline. At Grindr, we don’t just do Pride, we live and breathe queer culture year-round.
And our latest content series, Daddy Lessons Season 2, is more than a Pride campaign, it’s a cultural intervention, writes Tristan Piñeiro, SVP of brand marketing and communications.
It’s also a case study in how brands can connect with their communities in ways that are resonant, relevant, and real.
Here are five things marketers can learn from Daddy Lessons, and why it’s working.
It’s not just content – it’s cultural reclamation
Let’s face it: queer history has often been erased, misrepresented, or ignored. Our own research* found that 25% of LGBTQ+ Brits couldn’t name a single queer historical figure, and 20% said they’d never learned any gay history at all.
Yet over half (53%) said they wanted to learn more, but didn’t know where to start. That is not just a data point; it’s a mandate.
Daddy Lessons was born to fill that vacuum.
These 90-second, bite-sized episodes spotlight the stories, icons, and moments that shaped queer culture – from Alan Turing to the Lesbians and Gays Support the Miners alliance in the UK, to the jockstrap and the secret gay language of Polari. It’s history, yes, but it’s also a part of queer identity and pride.
For brands, the takeaway is clear: don’t just market to your audience: reflect them. Celebrate their stories and help them feel and be seen.
Snackable doesn’t mean superficial
We knew we had to meet our audiences where they are – on TikTok, Instagram, and YouTube. That meant creating content that was not only educational but also digestible, entertaining, and algorithm friendly.
But don’t mistake brevity for shallowness. Every script was deeply researched and crafted in collaboration with British queer historian, author, and Soho icon Clayton Littlewood. His work ensured these stories have depth, integrity, and cultural nuance.
And the results speak volumes: Season 1 racked up 3 million views, 187,000 engagements, and 15,000 new followers. Season 2 is already outperforming its predecessor, with a 22% increase in views across its first two episodes and 2.8 million views to date (with more episodes to come!).
The Alan Turing episode alone has racked up over 1 million views.
The lesson for marketers is: don’t underestimate the power of short-form storytelling. When done right, it can drive deep engagement and long-term brand affinity.
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Authenticity is the strategy
As mentioned above, we partnered with Clayton to ensure every episode was rooted in real research and cultural nuance. And we didn’t sanitise the content, we served it sharp, sexy, and true to the community.
This approach is part of a broader strategy to tell our story on our terms, from queer travel and community-building to sex positivity and historical education.
For too long, we’ve been pigeonholed as “just” a hookup app. But the truth is, we’re a global connector, a place where people find friendship, love, community, and yes, sex. That is who we are, and we are honest about it.
By telling authentic stories, we’re owning the narrative.
Pride isn’t a moment but a movement
It is no secret at this point that if your brand only “celebrates” the LGBTQ+ community in June, the community sees right through it.
At Grindr, we believe in showing up all year long, as do our advertisers. That’s why Daddy Lessons is just one part of a broader commitment to community engagement.
Grindr is demonstrating meaningful and continuous allyship and advocacy for the community globally through our social impact initiative, Grindr for Equality.
We partner with over 250 grassroots organisations across 84 countries to deliver culturally sensitive health and human rights campaigns. These include distributing more than 475,000 HIV self-test kits, launching in-app awareness tools for DoxyPEP and Mpox, and providing multilingual safety resources.
Beyond advocacy, Grindr continues to innovate with features that are rooted in the needs of its community.
The Right Now feature, which has recently gone global, was a direct response to users looking for immediate encounters; and Woodwork is a telehealth service providing users with discreet access to erectile dysfunction medication.
This year, we’re also taking our Global Gaybourhood on the road again with the Grindr Rides Tour, bringing the IRL gaybourhood to cities across the US and Europe, turning digital connections into real-world moments.
The message to marketers: if you want to connect with queer audiences, don’t wait for June. Show up and stay consistent.
This is what brand evolution looks like
When we talk about our platform as the Global Gaybourhood in Your Pocket, we mean that quite literally: 14.5 million monthly users in 190 countries logging in not just to swipe, but to find belonging.
Grindr has 90% brand awareness within the queer community. But we’re now focused on increasing positive brand engagement and sentiment. That means telling stories that matter, creating content that resonates, and building a brand people are proud to be part of.
And it’s working.
Our strategy has contributed to consecutive quarters of growth and a stock price that has quadrupled in recent years. Grindr is bucking the trend in the landscape where other players are experiencing stagnation or decline.
But more importantly, we’re seeing a shift in how people talk about Grindr, both in the media and in the community.
We’re not just an app. We’re a platform for connection, culture, and change.
One last thing
Daddy Lessons could be a blueprint for how brands can engage meaningfully with their communities. It’s about showing up not just when it’s easy, but when it matters most.
In summary, if you want to connect with your audiences in a way that’s real, relevant, and resonant, start by immersing yourself into their culture. Then help tell their stories.
Because when you do, you’re not just marketing, you’re shaping culture.
* Research conducted by Grindr among 2,509 UK users of the app between Tuesday 29 April and Wednesday 30 April 2025.
