How Hinge transformed true love tales into a zine penned by renowned authors

Hinge, a popular dating app, has made a name for itself with its unique marketing campaign centered around the slogan „designed to be deleted.“ This catchy phrase conveys the app’s mission to help users find meaningful connections that lead to offline relationships. In a bold move, Hinge introduced a furry app mascot, Hingie, who was put through comical and sometimes perilous situations in ads to underscore the app’s commitment to helping users find love, even if it meant sacrificing their beloved mascot.

Recently, Hinge launched a new marketing campaign titled „No Ordinary Love“ that takes a different approach by featuring real-life success stories of couples who met on the app. The campaign includes an anthology of love stories written by prominent literary figures inspired by these couples. The stories are available online and in print, showcasing the diversity of ways people can meet and connect on Hinge. This shift towards authenticity and transparency in marketing highlights the app’s dedication to helping users find genuine relationships.

Jackie Jantos, Hinge’s Chief Marketing Officer, emphasizes that the app’s ultimate goal is to facilitate meaningful connections that lead to real-life dates and relationships. The „Designed to be Deleted“ platform serves as a guiding principle for the app’s marketing efforts, reinforcing the idea that the app is a tool to help users find love rather than keep them endlessly swiping on their screens.

The decision to create a zine format for the „No Ordinary Love“ campaign was driven by a desire to showcase the imperfect and unique ways people can meet on Hinge. By tapping into the rise of romance literature and the popularity of platforms like #BookTok, Hinge aimed to engage with users in a creative and innovative way. The long-format storytelling approach of the zine allows for a deeper exploration of the stories behind the couples who found love on the app.

In a world where digital and social media marketing dominate, Hinge’s content marketing strategy sets it apart by focusing on storytelling and authenticity. By collaborating with artists, writers, and other creators, Hinge creates narratives that resonate with its audience and reinforce the app’s mission to help users find meaningful connections. The app’s commitment to innovation in reaching and engaging with Gen Z and young daters is evident in its approach to marketing.

While the ultimate goal of Hinge’s marketing campaigns may seem counterintuitive – encouraging users to delete the app – the measure of success lies in driving curiosity and promoting real-life interactions. By sharing genuine love stories like that of John and Maura, who reconnected on Hinge after initially matching but not meeting, Hinge celebrates the diverse ways people can find love on the app. This authenticity and transparency in storytelling are key to establishing trust with users and demonstrating Hinge’s commitment to fostering meaningful relationships.