While the UK TV media mix is still in the works, Hinge will be running ads on Disney-owned streaming site Hulu following a successful trial using six-second ads. The new campaign will appear on TV and streaming sites, as well as on Snapchat, Twitter, Reddit, Instagram and YouTube. Up until now, the app has grown organically via word of mouth recommendations, social media memes and working with influencers, but Hinge has now decided to focus on video as the best medium to tell the evolving story, Roth explains. The fastest growing dating app in the US, UK, Canada, and Australia, Hinge sets up a date once every four seconds and three out of four users are interested in a second date. The concept was therefore to show Hingie as a sidekick coming along on the adventure as people connect through the app. User feedback showed that dating is hard and confusing, and more than anything users want to get off the app and into a relationship. Going live today (12 August) the creative, developed by Red Antler, was informed by user insight from across Hinge’s markets in the US, UK, Canada, Australia and Northern Europe. Quite literally Hinge is dying for you to find love.” By doing that we are showing our users we truly want to find someone worth deleting the app for. “We’re bringing our app icon to life and having it die as couples hit it off. “On Hinge there are no rules, timers or games because we’ve created an app that’s actually designed to get people off their phones and out on great dates,” Hinge CMO Nathan Roth tells Marketing Week. The dating app’s first international campaign, and TV debut, brings Hingie to life as a loveable app icon who is attacked by pigeons, burnt on a campfire and drowned in a washing machine all in the pursuit of love. Hinge is taking a different approach to its Match Group stablemates with a new campaign focused on the app’s mission – to be deleted.

With competition growing in the online dating sector, brands from Bumble and Tinder to Grindr, and Happn, are fighting to find a positioning that will appeal to singles, cut through the noise and guarantee downloads worldwide. Hingie being attacked by pigeons in Hinge’s new campaign.

Hinge dating app 2019