THE SITUATION

 

In today’s world of digital addiction, singles are so busy scrolling, liking, and matching that they’re not actually connecting with each other. Hinge was on a mission to change that. After conducting a refresh of its brand system and app interface, the brand reached out to Inked. Influencer Commerce to help design products and launch a campaign that would show daters its app is made for real, meaningful connections.

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THE SOLUTION

 

Hinge believes the entire point of using a dating app should be to find someone—and dump the app. So, we created an integrated campaign rooted in the promise that Hinge is "The Dating App Designed to Be Deleted". Then we delivered on this by bringing a furry version of the Hinge app icon to life for the express purpose of dying every time a couple hits it off. From broadcast TV, to subway, to a mural that begged to be destroyed, we took drastic measures to make Hinge’s first international ad campaign truly killer. 

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An extension 'Designed to be Deleted', The Hingie Shop offers customers to chance to either celebrate Hingie or destroy him. Among the online goods, recent deleters or Hinge current users can buy a Hingie piñata, a Hingie bath bomb and a Hingie ring box. The products also celebrate relationship milestones, where customers can buy a ‘Delete Date’ necklace with their delete day date on a 14-carat gold necklace with real diamonds.

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THE RESULT

The ad campaign proved to be a hit, increasing Hinge's monthly downloads by 47%, with an 18% increase in users deleting the app because they found love.

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