Creative Strategy for hinge

the Ask

Establish Hinge as the category leader in the online dating landscape.

the Challenge

Hinge’s reputation rises and falls with the online dating industry. It’s not competing to be another app — it’s competing to change what dating means.

The Insight

People aren’t embarrassed to be on dating apps — they’re embarrassed that they need them. So when they’re on the app, they try to present themselves as someone who doesn’t.

the Strategy

Hinge celebrates effort by making it attractive.

Dating App Burnout is Mainstream

only 12% of users say they’re “very satisfied” with their dating app experience. (Pew 2024)

“Being overstimulated by having to initiate surface level conversations constantly without much development to follow.”

Quote from Survey Participants

“I open the app when I get bored and have zero intentions of actually meeting someone.”

Quote from Survey Participants

Before we solve for hinge, we must solve for the industry

the competitors who define the Online Dating narrative

tinder

“Wild” One

Match.com

Mature One

Bumble

Empowered One

Raya

Elitist One

Hinge needs to become synonymous with the Deepest most serious dating in the market.

Who is our target audience?

Intentional Daters

Gender

Establish Hinge as the category leader in the online dating landscape.

Age

25 - 44

Marital Status

Never married

Middle Income

$50K–$100K household range

motive for hinge

Seeking real relationships not hookups

the 5 faces of Intentional Dating

  • Ambitious Romantics

    Career-focused daters balancing ambition with emotional depth.

  • Second Chancers

    Previously burned daters who are hopeful but protective

  • Adventure Seekers

    Adventure Partners

    Adventurous, novelty-seeking daters looking for love and excitement.

  • Digital Believers

    Modern and hopeful daters who trust that love can start online.

  • The Settlers

    Mature, intentional daters ready for stability and alignment.

Persona

An Ambitious Romantic

  • Kevin has lived in New York City for four years and was recently promoted to Associate Analyst—a role he takes real pride in. He’s focused on self-improvement, works out at Equinox, and spends weekends working or watching sports with friends. With most of his friends entering long-term relationships, Kevin is starting to feel the loneliness of being the last single one. He’s tired of late nights at Soho Grand and feels “too old” for the club scene. Kevin wants a partner who complements his lifestyle without disrupting his career. He’s serious about dating—but his job will always come first.

    • Income: $145K + Bonus

    • BA from Duke, Economics Major

    • Lives in Midtown, NYC

    • He’s outgrown the constant “boys’ nights” and realizes his life feels emotionally empty despite career wins

    • He’s ready for real connection and genuine romance, not the frat-boy dynamic he’s been stuck in.

    • Can’t allocate time to dating / endless swiping

    • Needs a “low maintenance” relationship and someone who understands him

    • Looking for someone with similar educational background and work

    • LinkedIn Premium user

    • Listens to podcasts

      • Scott Galloway

    • Plays NYT games

    • Reads bloomberg and WSJ

    sports bets on football in the office

  • Developed from

    • MRI-Simmons Research

    • In-Depth Interviews

    • Mintel

    • Meltwater

    • Reddit

    • Instagram and Tik Tok

Kevin knows he wants to find love, but is too scared to be vulnerable on Dating apps

Associate Banker at JP Morgan

Kevin, 28

a reason to try again.

What does our audience need from hinge?

Hinge, Make Trying Attractive

our Strategy

Consumer Truth

People are tired of dating because they are tired of pretending not to care.

Category Truth

Dating apps have taught people to perform, rather than connect

Culture Truth

We live in a culture that rewards detachment but craves authenticity.

Company Truth

Hinge is the only dating app that is tailored to spark real connections.

a vulnerability crisis, We’re embarrased to be open on apps

vulnerability hangover:“when you’ve shared openly, feel exposed, and second guess every word”

52% of Hinge daters say they’ve felt ashamed after being emotionally vulnerable (Hinge D.A.T.E Report)

Do you think being vulnerable on a dating app is attractive?

How embarrassed are you to be on dating apps?

Concept Statement

Hinge makes trying attractive again by inviting daters to show up honestly in a culture that often rewards detachment. Instead of polished performances or pretending not to care, this campaign celebrates the real and sometimes imperfect effort that leads to genuine connection. Through product features, social storytelling, and thoughtful activations, we position Hinge as the place where authenticity is valued and effort becomes the spark for real relationships.

OOH activation, You Don’t find your person by playing it safe

OOH activation, change the narrative

new app feature, off the hinge.

Off the Hinge is a new 20-second unedited prompt feature that brings back real first impressions. Daters respond to questions in the moment with no reshoots, no overthinking, and no perfecting.

How it works

  • Daily prompt

  • 20-second countdown

  • Streaks unlock Hinge Premium

  • Designed to surface authentic, in-the-moment connection

In person activation and collaboration, we’re not really strangers

Limited Edition Card Game for First Dates

In Person Activation

Make trying attractive.

Hinge is a fascinating brand to me. As technology and AI continue to shape how we interact, genuine human connection feels increasingly rare. When asked to create a campaign for an app-based brand, Hinge was a natural choice. This work explores humility in dating, reframing vulnerability as the very thing that makes you stand out.

Co Art Direction and Co Strategy: Nandini Johri

Link to Full Deck