Hinge

Agency

Red Antler

Role

Strategist & Copywriter

Year

2022

Scope

Global Consumer Qual & Quant Research, 360° Creative Campaign

Challenge

Hinge's platform, "The Dating App Designed to Be Deleted", was already famous, emodied by Hingie, the plush mascot who meets his demise every time a real connection is made. But Hinge's awareness among the next generation of daters, Gen Z, lagged Tinder and Bumble, with many of them reading the brand as only for a level of commitment they weren't ready for.

The goal was to brand awareness among 18–25s in four markets without diluting the anti-swipe promise that made Hinge matter in the first place

Target Audience

A generation with main-character energy. They aren't looking for "the one." They already are the one. They’re pre-jaded to the dating experience, want companionship not completion, and are deeply protective of their own peace.

The Work

The truth we found was that no matter whether it's for now or for good, we all want to fill our lives with people who make us feel seen, and 75% of users said assessing chemistry is one of the hardest parts of modern dating. "Designed to be deleted" didn't need softening for this generation. It needed their sense of humor.

Our integrated international campaign extended the world of Hingie across social, OOH, and video. We used Gen Z's favorite TikTok creators narrating the increasingly absurdist ways Hingie met his demise: death by real connection, over and over.

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