The Opportunity:
Hinge was looking to introduce their adorable non-verbal mascot, Hingie, to a new generation of daters.
The Challenges:
The dating landscape looks very different for Gen Z than it does for their dating-app-obsessed Millennial counterparts. Young adults and teens look to form connections with likeminded people on social apps like TikTok instead.
Additionally, Hinge has a policy of not posting on social.
Hinge was looking to introduce their adorable non-verbal mascot, Hingie, to a new generation of daters.
The Challenges:
The dating landscape looks very different for Gen Z than it does for their dating-app-obsessed Millennial counterparts. Young adults and teens look to form connections with likeminded people on social apps like TikTok instead.
Additionally, Hinge has a policy of not posting on social.
The Solution:
We invited Gen Z to #OffHingie by turning TikTok into the best search engine for those looking for great date ideas in order to delete the Hinge app.
We collaborated content with over 20 macro creators who showed each recreated a date that made them delete Hinge in their unique, comedic style.
We invited Gen Z to #OffHingie by turning TikTok into the best search engine for those looking for great date ideas in order to delete the Hinge app.
We collaborated content with over 20 macro creators who showed each recreated a date that made them delete Hinge in their unique, comedic style.