Grindr appoints SAMY as US & global influencer marketing agency of record

MIAMI, OCTOBER 22, 2026: Grindr, the Global Gayborhood in Your Pocket™, serving the international GBTQ+ community, has appointed global social-first agency SAMY as its agency of record for US and global influencer marketing.

In a separate appointment, the dating app also appointed SAMY as its social media agency across Latin America.

Following a competitive pitch, SAMY is leading Grindr’s US and global influencer strategy and execution, with a particular focus on strengthening brand reputation and relevance within GBTQ+ communities worldwide.

The work encompasses always-on editorial storytelling, timely community-led activations and major cultural events in the US and globally. It forms part of Grindr’s ambitions in playing a more active role in creating and amplifying the right moments alongside communities, influencers, and creators.

The partnership has already seen early success, with SAMY supporting the brand’s official global Pride tour, Grindr Rides Again and Grindr Presents: Madonna’s Confessions II Live in NYC, the surprise pop-up concert in Times Square celebrating new music from the iconic Queen of Pop.

Developed and delivered on a tight timeline, the multi-layered strategy included pre-event creator livestreaming, stories told on-the-ground, and amplification support. The activation generated 3.2 million video views and more than 174,000 social media engagements.

Under a separate Latin American brief, SAMY is helping Grindr increase brand engagement and relevance across the region, while driving measurable brand and community growth through content that reflects local GBTQ+ identities and cultures.

The appointment comes as Grindr looks to focus on market-specific strategies informed by local language, humour and cultural moments. SAMY’s immediate focus will be Mexico and Brazil, including support for local IP development and Pride celebrations over the last few months.

Dee Nuncio, VP and head of strategy at SAMY, commented: “Grindr has a unique and important legacy in gay and queer culture. The opportunity is to build on that equity, working with the community to create content that features their lived experiences. That requires a deep understanding of the conversations, creators and cultural moments shaping these GBTQ+ communities.”

“SAMY’s role is to combine that cultural understanding with influencer and social expertise to amplify the Grindr brand in a way that feels relevant, and most importantly, earned.”

Benjamin Cooper, Director of Consumer Content at Grindr (US): “Gay culture moves fast, and the most resonant content starts with a deep understanding of what our community is talking about, sharing, and shaping. Our focus is on partnering with the creators and storytellers leading those conversations to make work that feels culturally relevant, unmistakably Grindr, and worth engaging with.”

“SAMY showed a clear understanding of the role of influencers and creators within these communities and how we can turn major moments as well as everyday interactions into stronger connections with our users.”

Igor Carvalho, International Marketing Manager at Grindr: “Latin America is not a single audience or culture, which means our social presence needs to reflect that. This partnership gives us the local insight and social expertise to keep building the Grindr brand genuinely alongside the communities we serve.”

About SAMY

SAMY leads the evolution of brand communication. We build brand relevance in a social universe by integrating intelligence, creativity, and technology.

To the modern consumer, social isn’t a series of platforms, it’s a single, living ecosystem. Stories, posts, reels, and influencer content blur into one seamless experience. Audiences move fluidly through this dynamic world, and our intelligence spans the entire system, helping brands act with true intention where it matters most. With culturally in-step creativity, we fuel meaningful ideas that are always on, always relevant, and constantly evolving.

Our 1000+ strong, social-native team is connected across 20 offices and active in 55 markets. Clients like L’Oréal, who place social and influencer at the heart of their strategy, have grown alongside SAMY from day one. Others, like The North Face, Diageo, Microsoft and Samsung, joined us along the way and have since become valued brand partners.

We make audiences understandable. We make brands social. We make messages unskippable. We make products buyable. We make technology powerful.

This is how we make brands matter.

Media contacts

Tom Ingoldby, tom@velvetpr.biz, +44 7825 814634

Alisha Martin, alisha@velvetpr.biz, +44 7557 340102