Grindr is the world’s largest app for gay, bi, trans, and queer people and, in Brazil, the brand has been expanding its cultural presence and building community with a focus on connection, safety, and relevance.
BA7 began its partnership with Grindr in 2024, structuring a creator strategy to strengthen brand awareness and cultural presence in the country. In 2025, we evolved the work with the launch of Brazil’s official Instagram profile and an always-on approach that combined creator management, social media management, and activations around key moments for the community.
Beyond Brazil, BA7 is also one of the teams responsible for managing creators for Grindr LATAM, ensuring regional consistency, scale, and efficiency across deliverables.
What we do
Key 2025 initiatives
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Creator strategy and management (selection, negotiation, briefing, tracking, deliverables, and reporting)
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Social media management, including planning, content creation, and paid boosting
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Strategy and execution of brand presence at major LGBTQ+ community events across Brazil, connecting culture, territory, and impact
February – Launch of @grindr.bra in Brazil
Official debut of the profile during “Será Que Abre?”, in Rio de Janeiro, with Pabllo Vittar, connecting the brand to Carnival and generating high visibility from day one. One year after launch, the page has over 50k followers and an average of 1.8M monthly views.
May – Activation at the Lady Gaga concert (Rio de Janeiro)
A special activation that reinforced Grindr’s presence at one of the year’s biggest music and pop culture events, with planes flying branded banners along the waterfront and fueling conversation on social media.
June – São Paulo LGBTQIA+ Pride Parade
Participation with initiatives focused on visibility, inclusion, and connection with the community: a dedicated team on-site, distribution of materials, and encouragement for engagement with the profile.
July – Connection with pop culture & entertainment
(Drag Race Brasil)
Support around the show’s return and activation of conversations about representation and diversity, increasing cultural relevance and digital engagement.
November – Presence at Rio de Janeiro LGBTQ+ Pride Parade
We brought a trio elétrico (sound truck) to Rio Pride, led by Daniela Mercury, reinforcing the importance of an active brand presence at major community events.
The initiative went beyond visibility: we turned the space into a platform for awareness, connecting celebration with responsibility. Our goal was to reinforce the importance of safety—inside and outside the app—showing that connection, pride, and care can go hand in hand.
96
CREATORS
+11M
IMPRESSIONS
+600K
ENGAGEMENTS
+5,6M
AUDIENCE
263
DELIVERIES
+20K
CLICKS / VISITS
December – Grindr Unwrapped
One of the year’s top engagement moments, turning user data, fun facts, and habits into social content that drove identification, sharing, and organic conversations.
Result
An always-on operation that built presence, community, and cultural relevance—connecting Grindr to real moments of celebration, affection, and representation, with creators and content as the engine of growth.
KPIs: awareness, engagement, education/awareness-building, and community growth.