Fall in love, Delete Hinge.

In the picture is Hingie, the cutest and most adorable mascot there could be for just another dating app right? Wrong. Hinge is the one and only dating application that aims to form deep and meaningful relationships instead of “ephemeral affairs''.

The company decided that it was time for an international branding strategy in 2019 after being launched in the US in 2013. The application wanted people to feel affection for the mascot, hence the cute and fizzy design, but also root for its death as Creative director claims ( Hinge sets the goal of the app as an app designed to be deleted since it makes you find your one true life partner) by incrementing the slogans: “ Fall in love, Delete Hinge”, “Fall in love, We’ll take the hit”, “Heat things up, Leave us in the cold”, “Find your ride or die, Kick us to the curb”, “Find each other, Make us go extinct” Which are pretty destructive slogans that any company would fear coming up with except for Hinge, which shows how their goal is beyond being installed but its really about helping people find their one true love.

Hinge also started a campaign on TV and streaming sites, since the campaign is based on videos that consists of destroying the mascot Hingie in order to tell their story. These clips show 12 different scenarios of how the mascot dies. The app did not only rely on Videos but it also used a lot of digital strategies such as social media marketing, collaborating with influencers and also being in memes.

Through this campaign, Hinge aims to get more brand awareness, familiarity and affinity. As a result of the campaign, Hingie’s sacrifices paid off;it is currently the fastest growing app in the US, UK, Canada and Australia. And financially speaking, the company’s revenues tripled by the end of the year as it gained 45% more users.

Houda KAMAL

317 words

References:

https://www.marketingdive.com/news/hinge-kills-new-mascot-in-push-for-users-to-find-love-and-delete-its-app/560693/

https://redantler.com/work/case-study/hinge-campaign