Hinge: Escape the Dating Apocalypse

Dating app Hinge used an online animated film to rebrand and relaunch itself as a paid model in the US.

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...

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