Hinge’s campaign will extend through partnerships with creators on Substack and #BookTok, as well as out-of-home ads in New York and London.
“We want to complement Substack’s community of writers and readers with honest, authentic perspectives on love from exciting literary voices,” Jackie Jantos, president and chief marketing officer at Hinge, said in a statement. “By flipping between both partners’ perspectives, these real love stories highlight the misreads, overthinking, and unspoken harmony of early dating.
Hinge’s project continues its efforts to explore storytelling that reaches Gen Z. Under its “Designed to be Deleted” platform, which debuted in 2018, its ads have lately pivoted to capture the messy and serendipitous realities of modern dating.
“Dating is really hard, and someone’s story, with all the twists and turns, can be really humanizing and give people some hope,” Jantos told ADWEEK in March. “Ultimately, the authenticity and truth of those stories are what people connect with.”
Amid reports of falling dating app usage, particularly among younger audiences, Hinge and rivals including Bumble and Tinder have been ramping up marketing aimed at Gen Z. So far, Hinge has been bucking the downturn: its 2024 revenue rise of 39% outpaced growth at owner Match Group, which saw a 3% revenue increase, and of another brand in the Match portfolio, Tinder, which posted flat revenues in 2024.
