Hinge's 'No Ordinary Love' campaign addresses Gen Z's hesitance towards dating, despite their desire for connection. A 2023 survey shows 90% want love, yet 56% fear relationships. Hinge, aiming to engage this generation, showcases real couples' stories written by notable authors in a move that aligns with the reading habits popularized on platforms like BookTok and Substack. The campaign, which has already seen a 10.5% increase in brand consideration, leverages creative influencers and has transitioned content to a weekly series on Substack, moving away from traditional social media channels.
"We saw a lot of virality around the stories and the authors that we worked with in many channels," Jantos says. Hinge experienced a 10.5 percent increase in brand consideration in the U.S."
"The campaign, which debuted last August, was inspired by Gen Z creators and audiences flocking to BookTok, book clubs, and text-centric platforms, like Substack..."
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