ADWEEK – Hinge has launched the second phase of its “No Ordinary Love” campaign to reconnect Gen Z with romance amid dating app fatigue. The initiative features real love stories from Hinge couples, written by contemporary authors and released as both a hardcover book and a five-part Substack series. The campaign, produced with Dazed Studio, includes book club events in New York and London, and targets Gen Z’s growing interest in literature.
ADWEEK – Hinge is growing despite dating app fatigue, with 39% revenue growth in 2024, outpacing Tinder and Bumble. Its “It’s Funny We Met on Hinge” campaign attracts new users, especially women, by showcasing real-life love stories. Unlike competitors, Hinge spends less on ads, relying on creator-led marketing to engage Gen Z (56% of users). The app prioritizes inclusivity (15% LGBTQ+ users) and launched Match Note to support marginalized daters. Its One More Hour program tackles loneliness, reinforcing its mission to get people off the app and into real relationships – a strategy driving its global expansion.
by Brittaney Kiefer & Paul Hiebert
See full article at AdWeek
ADWEEK – Hinge’s new campaign, “It’s Funny We Met on Hinge,” features real couples who unknowingly crossed paths before meeting on the app, addressing dating app fatigue and promoting authentic connections. Running from December to March, the campaign coincides with a peak period for dating apps. Hinge launched the One More Hour program to combat loneliness, granting $1M to groups fostering in-person connections, and introduced the Your Turn Limits feature, which reminds users to respond to matches.
ADWEEK – New dating apps are emerging to address dissatisfaction with legacy platforms like Tinder and Bumble, particularly among Gen Z and Millennials. These apps aim to offer alternatives to combat "dating app fatigue" and improve the user experience. Dating app After promotes thoughtful connections and discourages ghosting. Better in Person emphasizes real-life meetups and accountability for toxic behavior. Feeld supports polyamory and other non-traditional relationships. Archer, targeting queer men, blends dating with community building, incorporating safety features like selfie verification.
by Brittaney Kiefer
See full article at AdWeek
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ADWEEK – Grindr, the dating app for LGBTQ+ individuals, is expanding beyond hookups to emphasize community and diverse connections. During the US Open, it introduced a tennis-themed notification sound to engage users, highlighting the sport's popularity in the gay community. Grindr aims to redefine its image by promoting its use for friendships, travel tips, and community building, not just casual dating. With its global "gayborhood" concept, the platform is also addressing safety concerns, especially in countries where homosexuality is criminalized, while continuing to incorporate humor and sexuality in its brand identity.
