Dating app Hinge has taken a unique approach to showcasing real love stories with their new campaign that turns six couples who met on the app into romance protagonists fit for BookTok. BookTok, the TikTok community known for driving the resurgence of popularity in romance novels, has inspired Hinge to commission six popular writers to tell these couples‘ stories in their own unique style.
The anthology zine titled No Ordinary Love features stories from writers such as Roxane Gay, John Paul Brammer, Isle McElroy, Brontez Purnell, Oisín McKenna, and R. O. Kwon. Each story is accompanied by photos of the couples today, along with anecdotes and images from the early days of their relationships. This creative approach allows readers to see a glimpse into the lives of these real couples and the journey they have taken together.
Jackie Jantos, Hinge’s CMO, explained that the campaign was designed to showcase the different start points that relationships can have. Instead of portraying relationships as perfect fairy tales, each story highlights the uncertainties, disagreements, and misunderstandings that couples may face at the beginning of a lasting romance. This authenticity is meant to resonate with Gen Z, who value brands that are honest and intentional in their messaging.
The collaboration with Dazed Magazine’s in-house creative agency, Dazed Studio, helped bring the No Ordinary Love anthology to life in a credible and honest way. By focusing on the truth of what relationships look like in their early stages, Hinge and their partners aimed to create a meaningful and relatable piece of content that speaks directly to the audience’s experiences and values.
No Ordinary Love is part of Hinge’s Designed to be Deleted brand platform, which aims to create meaningful connections that could potentially lead to the deletion of the app. The zine is available digitally on Dazed and a dedicated website, with a print version set to launch in New York City and London in September. This innovative approach to storytelling not only showcases the power of real love stories but also highlights the importance of authenticity and connection in modern dating culture.
Overall, Hinge’s campaign to turn real couples‘ stories into BookTok-worthy romances is a creative and refreshing take on showcasing authentic relationships in a digital age. By collaborating with talented writers and creatives, Hinge has managed to create a compelling piece of content that resonates with audiences and speaks to the messy, beautiful, and real nature of modern love stories.
