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"We believe the quality of your relationships determines the quality of your life."

Background

Hinge is not a hookup dating app. Plain and simple. No ghosting, no corny pickup lines, no swiping. It’s a place where people (especially millennials) can feel confident that they’re going to meet somebody worth their time. Instead of random strangers, you only match with people who you have mutual Facebook friends with. Making people more accountable for what they say and do.



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The Problem

Hinge is consistently ranked towards the bottom when it comes to popularity compared with other dating apps/sites and among all age groups. In an already saturated market, Hinge can’t stand out. As Hinge plans to move towards a $7 a month membership fee, the already low number of users and brand awareness for the company is a major concern. Accepting the fact that moving towards a paid membership platform will further decrease their already small user base.

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The Goal

Communicate the value of the Hinge dating experience and expand user base. Build both brand awareness and a community strong enough that will entice singles who are leery about paying for a dating app, to hop the fence on it.

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Insight

Looking to build a meaningful relationship, millennials are apprehensive of meeting up with total strangers. Though millennials are not afraid to meet up with total strangers, 62% said they still prefer to go out with someone they are somewhat familiar with. The source of this apprehension, trust. How can you go out on a date if you can’t have the full confidence that your date isn’t someone who they say they are?

The Strategy

Lean into the fact that Hinge is a “friends of friends”
dating network to assure comfortability among users.

The Work

Trust is the foundation. He’s always been there,
you just needed a friend. Hinge has a pick
your closest friends feature.

Choosing from 4-5 of your closest friends, you’re able you able to refine your search from your trusted friends and the mutual friendships you share.

The “Friend Testimonial” feature allows users to ask
their closest friends what they think of their mutual connection before matching.
Users can create a customized attribute list to then request their closest friends
to place check marks next to the attributes that they think their mutual friend fulfills.



Take It From Them: Emily Blunt and John Krasinski, Hinge’s Spokespeople

Even Hollywood stars like John Krasinski and Emily Blunt needed a little push from a mutual friend (Anne Hathaway) to meet up. Seeing that both of these stars are well liked from millennials (John starred in the widely popular ‘The office, Emily starred in ‘Devil Wears Prada’) we felt that they would be the perfect spokespeople to share their story and help singles connect with each other.