Hinge, the dating app that has positioned itself as the platform designed to be deleted, has recently launched a new marketing campaign titled “No Ordinary Love.” This campaign takes a different approach from previous efforts by featuring real-life success stories of couples who met on the app. The stories are brought to life through an anthology of love stories written by contemporary literary figures, including Roxane Gay, John Paul Brammer, R. O. Kwon, Isle McElroy, Oisín McKenna, and Brontez Purnell. These stories are inspired by the experiences of six couples who found love on Hinge.
The decision to showcase real couples and their unique love stories was a deliberate move by Hinge to highlight the authenticity of their platform. By sharing these genuine and heartfelt stories, Hinge aims to connect with its audience on a deeper level and inspire them to believe in the possibility of finding love through their app. The campaign was produced and creatively directed by Dazed Studio, the in-house creative agency of lifestyle magazine Dazed, adding a touch of artistic flair to the storytelling.
Hinge’s Chief Marketing Officer, Jackie Jantos, emphasized the importance of authenticity in their marketing efforts. She believes that by showcasing real stories of love and connection, Hinge can encourage young adults to give the app a try. The “No Ordinary Love” campaign is a reflection of Hinge’s commitment to celebrating the diverse ways in which people meet and form meaningful relationships.
The format of a zine was chosen for this campaign as a way to capture the imperfect and honest nature of real-life connections. By collaborating with renowned authors and embracing the rise of romance literature, Hinge sought to engage with its audience in a unique and compelling way. The long-format storytelling approach of a zine allowed for a deeper exploration of the love stories inspired by Hinge couples, adding a layer of depth and emotion to the campaign.
In a world where app marketing often relies heavily on digital and social media channels, Hinge’s content marketing strategy stands out for its creativity and innovation. By experimenting with different formats and collaborating with creators from various fields, Hinge continues to push the boundaries of traditional advertising. This approach not only keeps the brand fresh and relevant but also demonstrates its commitment to serving the needs of Gen Z and young daters.
Ultimately, the success of a campaign like “No Ordinary Love” is measured by its ability to drive curiosity and inspire users to take the next step towards finding love. By sharing authentic stories of real couples who found each other on Hinge, the campaign aims to show that there are countless opportunities for meaningful connections on the app. Through this storytelling approach, Hinge hopes to reinforce its message of being a platform that is truly designed to be deleted, as users find lasting relationships that go beyond the digital realm.