The ads are scheduled to roll out July 12th in the U.S., and over the next few months other countries where the app operates. Now, the app is among the top three most downloaded dating apps in the U.S., U.K. It has since tripled its staff to keep up with demand. Over the past year, as lockdowns were taking place around the world, the company nearly doubled its user base and revenues. Hinge received a significant marketing and development budget to implement an aggressive growth strategy, including a complete redesign. The move to be under Match Group’s suite of apps seems to have paid off, at least for now. He sold Hinge to Match Group in 2018, making his biggest rival Tinder a sister app, since it was also acquired by Match Group. Hinge’s founder Justin McLeod is celebrating ten years since the creation of Hinge, and is sharing his story with the media about overcoming addiction and recovering from heartbreak alongside creating the hugely successful app. So it was fun to visually represent that truth and let that scenario play out in a fictional construct." The app deletion phase of a relationship is a transitional one, and as such it can be a bit strange, all the while exciting.
Hinge advertises itself as 'the only dating app designed to be deleted. “For us, this campaign was fun to work on because we had so much combined experience with life on dating apps. Unlike Tinder or Bumble, Hinge lets you like specific parts of someones profile instead of the whole thing. “The best advertising starts out of honesty and humanity,” Opinionated senior art director Cameron Sloane said in a statement. who also manages advertising on the dating apps Hinge, Plenty of Fish, Match.
Like the first ad, she encounters her alter ego from that profile pic, and breaks the news to her that she will have to delete her profile, too. Heres how Tinder Ads could be the hookup your business is looking for. The alter egos think he’s joking, asking if he is joining a monastery, but he reveals he met someone special and they have to go – at which point they disappear.Īnother ad features a young woman standing in front of a mural of wings, a popular Instagram photo spot that was featured in her profile. He’s breaking the news to them that despite the fact that they created “the perfect profile” he would have to delete them. One ad shows a young man at a restaurant surrounded by his alter ego profile pictures, including one of him with a surfboard, holding a dog, and one where an ex-girlfriend had been marked over with a sharpie.
The global campaign was created with creative agency partner Opinionated.
Hinge dating app ad series#
It’s clear that dating apps are looking to leverage the convenience of voice notes to retain and garner more users, as the feature takes away the awkwardness of a phone call but takes the conversation a step further than texts.Dating app Hinge is doubling down on its “designed to be deleted” tagline to offer a series of new ads featuring users deleting their profiles after finding love.Īccording to Ad Age, there will be four spots, each featuring a humorous take on a Hinge user trying to “break up” with their old Hinge profiles because they have met someone special and no longer want to date. The campaign stars Hingie, a stuffed Hinge icon that. Agency Red Antler is behind the effort spanning digital and out-of-home (OOH) channels. Additionally, a new app called String lets users only communicate through voice notes. Dating app Hinge rolled out its first international brand campaign, amplifying the companys mission to help users fall in love and then delete the app for good, per details shared with Marketing Dive. For instance, Bumble and Happn both have voice note features. It’s worth noting that Hinge isn’t the only dating app to add voice features, as audio options are becoming more popular in the space.
To do this, Hinge will offer a “non-binary” gender category to ensure that their gender is acknowledged. Hinge says both Voice Notes and Voice Prompts will allow people to better showcase who they are at different points in their dating journey.Īdditionally, Hinge is updating its algorithm to help non-binary users better represent themselves while connecting with others on the app. Voice Notes will make it possible for users to have a conversation that captures their personality while messaging each other. Hinge also plans to launch a new “Voice Notes” feature later this fall.
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