Campaign details
Brand: HingeBrand owner: Justin McLeod and various individual investorsLead agency: the STUDIOContributing agencies: Red AntlerCountry: United StatesIndustries: Online dating sitesMedia channels: Online video, Print, general - unspecified, Public relationsBudget: Up to 500k
Executive summary
In 2015, Vanity Fair published 'Tinder and the Dawn of the Dating Apocalypse', describing the aimless culture of swiping apps. Hinge, a second-tier competitor to Tinder, had reached a plateau in users following the swiping model. The article accelerated its decision to rebrand and relaunch as an antidote...